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US News Apple 'won't let bad guys use iPhones on screen'

13:40  27 february  2020
13:40  27 february  2020 Source:   news.sky.com

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Apple was the world's strongest brand in 2019, according to Business Insider, with a brand value of 4.2 million. It makes sense Apple would invest the time, resources, and personnel to ensure its brand is only used However, not allowing bad guys to use an iPhone in a movie seems like overkill.

Director Rian Johnson lifts lid on brand’s controlling use of product placement, which saw it ensure villains used PCs.

Tech giant Apple is so strict about the use of their products they won't let villains use them on screen, the Star Wars director has said.

a woman holding a cell phone: Apple are notoriously strident about who uses their products on screen © Getty Apple are notoriously strident about who uses their products on screen

Product placement has been part of the American viewing experience for many years, and has been allowed in the UK since 2011.

Speaking about his latest film Knives Out in a Vanity Fair interview, director Rian Johnson said: "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."

Don Johnson, Chris Evans, Christopher Plummer, Riki Lindhome posing for a photo: At least one key character in Knives Out uses an iPhone in the film. Pic: Lionsgate © Other At least one key character in Knives Out uses an iPhone in the film. Pic: Lionsgate

The Star Wars: The Last Jedi filmmaker admitted that can end up being a bit of a spoiler for a mystery or whodunit, like Knives Out.

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" 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 When rewatching the film, you can see several other characters who are suspects carry or use iPhones . However, the ultimate bad guy in the film

Apple Won ' t Let Villainous Characters Use iPhones in Movies, Claims Knives Out Director. Apple does not ' let bad guys use iPhones on screen '.

MacRumors says Apple only want their products shown 'in the best light' © Reuters MacRumors says Apple only want their products shown 'in the best light'

"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."

At least one key character in Knives Out uses an iPhone in the film.

While Apple are far from the only company to seek positive publicity in films, they do have a particularly strong hold on the market.

Brand tracker Concave named them the top-ranking brand in films in 2018, concluding that Apple products appear in nearly every contemporary TV show in one form or another.

MacRumors, a website that shares Mac and Apple news and rumours, say the company stipulate that products are shown "in the best light, in a manner or context that reflects favourably on the Apple products and on Apple Inc."

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“ 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,” the director said in a video interview with Vanity Fair. He joked that revealing this information could potentially spoil future mystery movies

" 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 Rian Johnson circles an iPhone being held by Jamie Lee Curtis. So she's not playing the bad guy . Source: Vanity Fair. "Also, a little shout out to the

Keifer Sutherland drama 24 showed good guys using Macs and bad guys using Windows PCs, as highlighted by Wired back in 2002.

Hit drama Big Little Lies was full of Apple products, as was political thriller House Of Cards.

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Meanwhile, some have noted that comedy-drama Succession is more partial to Samsung devices.

And Danny Boyle has said he was forced to paint out Diet Coke labels from his Oscar-winning film Slumdog Millionaire as the brand objected to a criminal gang holding them in the movie.

He also revealed that Mercedes were happy for their cars to be in the 2008 film, but drew a line at them appearing in the slums.

Sky News has contacted Apple for comment.

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