Bad Guys Are Unwanted Customers For Apple! Historically, tech giant Apple has been very strict on how their products are used on-screen and even film royalty are no exception! Star Wars director, Rian Johnson says Apple has strong opinions when it comes to who can and can’t use their products in films & tv, and in an interview about his latest film Knives Out in a Vanity Fair he stated: “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.” An article from Wired as long ago as 2002 pointed out that all the good guys in the long-running thriller 24 use Macs, while all the villains were seen using Windows PCs. It makes sense that companies such as Apple don’t want to have their products promoted in the hands of movie enemies, in the same way, that soda companies don’t want audiences to see cans of their famous brands tossed into trash bins on the big screen. As the world’s strongest brand in 2019 according to Business Insider, Apple obviously invest a lot of time and money in ensuring their brand only used and view in a positive light! Product placement in movies is a lucrative marketing tool dated back as far as 1927 in America, however interestingly, for UK TV it was only in February 2011 when paid-for references for products and services will be permitted in programmes. Over the last decade, Apple had more product placements in-studio movies than any other brand, but the company always wants its products to ‘be the hero’. Apple devices have featured in Sex and the City, The Family Guy, Captain America: The Winter Soldier, Fast Five, and countless other television shows and movies. According to brand tracking company Concave, an Apple product appears in one form or another in most TV shows taking place in the modern world. They found there were 13 minutes of airtime for Apple in the second season of Nicole Kidman-fronted Big Little Lies, also starring Reese Witherspoon and Meryl Streep. In 2012, Apple’s Phil Schiller said the company ‘would love to see our products used by the stars,’ but the philosophy would always be to show ‘the product as hero.’ The power of product placement is undeniable, whether it is positive or negative really is reliant on the strict policy of an individual brand and Apple really is a shining example of how to do it effectively.