Apple forbids filmmakers from showing villains with iPhones, as Knives Out director Rian Johnson reveals that he was only allowed to show good characters using the company’s products
- The director of Last Jedi had strict limitations from Apple while filming Knives Out
- The company’s product placement guidelines insist that only heroes use iPhones
- Policy can be a problem in mysteries, and reveal the villain before it’s time
According to director Rian Johnson, there is an easy way to keep heroes and villains apart in the movies: look at what kind of phone they use.
If a character uses an iPhone, there is no chance that they will become malicious.
That’s because of Apple’s strict product placement guidelines, which insist that its products can only be used by heroes or good characters in movies and TV shows.
Rian Johnson confirmed that due to Apple product placement rules, only “good” characters should be filmed using the company’s devices in Knives Out
“I don’t know if I should say this or not,” Johnson told Vanity Fair. “Not because it’s lascivious or something like that, but because it’s going to ruin me for the next mystery I’m writing.”
“But forget it, I say it, it’s very interesting. Apple, they let you use iPhones in movies, but – and this is very crucial if you ever watch a mysterious movie – bad guys can’t have iPhones on camera, “
“Any filmmaker who has a villain in his film who should be a secret wants to kill me now.”
In the past decade, Apple had more product placements in studio movies than any other brand.
Apple products can be seen in Sex and the City, The Family Guy, Captain America: The Winter Soldier, Fast Five and countless other TV shows and films.
Johnson joked that knowing Apple’s rules on product placement might give the end away in mysterious films where the rogue’s true identity has not been revealed, but it may become clear on what kind of phone they are holding
In 2012, Apple’s Phil Schiller said the company’s philosophy is to always show “the product as a hero.”
Apple says the product “should only be shown in the best light, in a way or context that has a positive impact on Apple products and on Apple Inc.”
In 2012, Apple’s Phil Schiller said the company “would like our products to be used by the stars,” but the company’s philosophy would always be to show “the product as a hero.”
In guidelines on how to display its products by developers promoting an app or accessory, Apple says that the product “should only be shown in the best light, in a way or context that is a positive reflection of the Apple products and of Apple Inc. ‘
Sharp audiences noticed that Apple products always gave heroes to work as early as 2001, when the TV show 24 only showed his hero characters using Apple computers while villains were attached to PCs.