A long-standing observation among film enthusiasts and social media users, recently highlighted by a tweet from "paula," suggests that characters with questionable morals in movies and shows rarely use Apple's iPhone devices. This phenomenon has been corroborated by acclaimed director Rian Johnson, who revealed in 2020 that Apple maintains a strict policy preventing villains from being depicted with their products on screen.
Director Rian Johnson, known for films such as Knives Out and Star Wars: The Last Jedi, publicly disclosed this unwritten rule during a Vanity Fair interview. He stated, "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." This revelation sparked widespread discussion among filmmakers and audiences alike.
The policy aligns with Apple's broader brand management strategy, which dictates that its products should always be presented "in the best light, in a manner or context that reflects favorably on the Apple products and on Apple Inc." While Apple has never officially confirmed or denied the existence of this specific "no villain clause," industry insiders and legal experts suggest it is a common condition tied to product placement agreements, where Apple provides devices to productions.
This directive has significant implications for storytelling, particularly in mystery genres where character allegiances are often ambiguous. As "paula" observed in a recent tweet, "> if someone in a movie or show is using a phone that's not an iphone, that's how you know they're going to do something messed up later on," highlighting how this subtle product placement can inadvertently serve as a plot clue. Filmmakers must navigate these brand stipulations, often leading to creative workarounds or the use of generic or competitor devices for antagonists.
The practice underscores the extensive control major brands exert over their image in popular culture. While some see it as a clever marketing tactic to maintain a pristine brand perception, others view it as a limitation on creative freedom within the entertainment industry. This ongoing dynamic shapes how products are integrated into narratives and influences audience perception of both characters and corporations.