Guidelines advise that Apple phones, computers and other kit bearing the trademark should be seen “in the best light, in a manner or context that reflects favourably on the Apple products and on Apple Inc”, according to the site MacRumors.ĭespite the stringent stipulations, Apple manages to maintain its position as a market leader with lavish exposure on both the big and small screen.
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. “Every single film-maker who has a bad guy in their movie that’s supposed to be a secret wants to murder me right now,” Johnson added.Īpple has long cultivated an immaculate brand image and strictly controls how its products are used on the big and small screen. In the pivotal scene, the will reading following the murder of a rich novelist played by Christopher Plummer, Lee Curtis’s character, Linda Drysdale, is seen holding an iPhone – prompting Johnson to give away the industry secret.
Johnson let the secret slip as he took viewers through an anatomy of a scene in Knives Out, a whodunnit with an ensemble cast including Daniel Craig, Toni Collette and Jamie Lee Curtis.
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