Apple won’t allow villains to use iPhones in movies
Have you ever noticed that characters in your favourite TV shows use different devices? Well you may be onto something, and it’s more than just a creative decision on the part of the director. According to Knives Out director, Rian Johnson, Apple will not allow iPhones to be used by villains in movies as they are viewed in a negative light. Apple has worked extremely hard to cultivate a pristine brand image and this extends to film and television, saying their products should only be shown in a manner or context that reflects favourably on the Apple products and on Apple Inc. This revelation from Johnson will be bad news to any director who wanted to keep the identity of the villain a secret in their movie (the cat’s out of the bag, it’s the guy with the Android!).
It is, of course, expected for Apple to care about how its products are used by others in content. Unfortunately, the distinction between “good” characters and “bad” characters and what is deemed to be shown in a negative light, is a grey area that sometimes isn’t as simple to determine. As the battle between brand image and creative freedom rages on in the new digital age, it will be interesting to see if brands like Apple begin to exercise this control over how its products are used on social.