When you watch a Hollywood movie or binge your favorite TV series, have you ever noticed that Apple devices seem to be in the hands of only certain characters? If you’re a keen observer, this odd pattern might have piqued your curiosity. Why are Apple’s sleek gadgets often missing from scenes featuring villains or morally ambiguous characters? The answer lies in Apple’s meticulous control over its brand image—even in fiction.
Rule of iPhones in Movies
Apple’s influence on Hollywood goes beyond mere product placement. The tech giant has a strict rule: no bad guys can use an iPhone on screen. This revelation, shared by Rian Johnson, director of the mystery film Knives Out, shocked audiences and even filmmakers. Johnson confessed that Apple’s policy is so rigid that it could inadvertently become a spoiler for plot twists.
In an interview, Johnson revealed that “Apple… they let you use iPhones in movies but, and this is very pivotal, if you’re ever watching a mystery movie, bad guys cannot have iPhones on camera,”.
Protecting the Brand’s Reputation
Apple’s marketing strategy is deeply tied to its identity as a company that represents innovation, sophistication, and reliability. Allowing its products to be associated with villains or ethically questionable characters could tarnish their image. By ensuring that only heroes, protagonists, or positive figures use their devices, Apple maintains its aspirational brand appeal.
A Creative Challenge for Filmmakers
This unique restriction creates a subtle yet interesting challenge for directors and screenwriters. Filmmakers must now consider who gets to carry that iconic iPhone or MacBook in their storylines. In a mystery or crime drama, observant viewers might start predicting who’s good or bad based on their choice of gadgets.
For example, in Knives Out, the audience could’ve pieced together who the antagonist was simply by noticing which characters were not using an iPhone. While this adds an intriguing layer for sharp-eyed fans, it also forces filmmakers to navigate around a potential spoiler.
Why Some Movies Avoid Apple Products Altogether
Beyond the villain rule, Apple’s stringent guidelines for product placement can deter filmmakers from using their devices entirely. Here’s why:
- Strict Licensing Agreements: Apple requires detailed contracts outlining how its products will be portrayed, which can be restrictive.
- Budget Constraints: While Apple sometimes provides devices for free, not every production can afford the legal and logistical hurdles.
- Creative Freedom: Directors who want neutral or universal props may opt for unbranded devices to avoid corporate oversight.
The Bigger Picture: Product Placement in Hollywood
Apple isn’t alone in using product placement to build its brand. However, its approach is one of the most calculated and protective in the industry. By controlling who can use its devices and how they are shown, Apple ensures its products always appear desirable and aspirational—even in fictional worlds.
What’s Next for Apple in Hollywood?
As Apple continues to expand into content creation with Apple TV+, its presence in Hollywood will only grow. But the company’s dedication to preserving its image will likely remain unchanged. So, the next time you watch a movie or show, pay attention to the gadgets in each character’s hands. Who’s holding an iPhone? Who isn’t? The answers might just reveal more than the story itself.