Rian Johnson, film director Daggers in the back (Spain) / Between knives and secrets (Latin America) and starring Daniel Craig, Chris Evans, Ana de Armas and Jamie Lee Curtis, has given an interview to Vanity Fair, an interview where talk about product placement (Advertise a product without alternating narration).
Many are the brands that make use of the product placement, to promote their products, be they technology, food products, beverages ... Apple is no stranger to this business strategy, but according to Rian Johnson, it has a single rule that must be followed. The bad guys from the movies they can never use an iPhone, under any concept.
The mention of product placement from Apple, is from minute 2:50. According to Johnson:
Also another funny thing, I don't know if I should say this or not… Not because it's like lewd or something, but because it's going to screw me up in the next mystery movie I write, but forget it, I'll say it. It is very interesting.
At Apple ... they let you use the iPhone in the movies but ... and this is very important if you ever watch a mystery movie, the bad guys can't have an iPhone on the camera.
Apple has very strict rules about how your products are used and displayed. As part of its guidelines for the use of trademarks and copyrights, Apple wants its products to be displayed "in the best possible lighting to reflect favorably on its products."
These rules are not new. A clear example is found in series 24, a series starring Kiefer Sutherland. In this series, en the gang of the good guys (Kiefer Sutherland) used Macs, while the bad they made use of PCs.