Ever noticed in movies or TV shows that while everyone is using modern smartphones, a few characters are stuck with old flip phones or brick phones? And, more often than not, these characters are the antagonists or villains? There's actually a fascinating reason behind this phenomenon, known as Apple’s "no-villain" clause.
The No-Villain Clause Explained
Apple's no-villain clause is part of the company's product placement strategy, designed to maintain the brand’s positive image.
According to Apple's rules, villains and antagonists in films and TV shows are prohibited from using iPhones, iPods, or MacBooks. This stipulation ensures that Apple products are always depicted in a favorable light, reinforcing the company’s image as a symbol of good and innovation.
This clause reflects Apple's broader strategy to associate its products with positive and aspirational qualities. By preventing its devices from being used by villains, Apple helps ensure that its products are seen in a context that enhances their desirability and association with positive attributes.
Impact on Filmmaking
The impact of this clause on storytelling can be subtle but significant. For instance, in Rian Johnson’s 2019 film Knives Out, a classic whodunit, the use of phones plays a crucial role in the narrative. While most of the suspects use iPhones, the character Marta, who appears to be the prime suspect, and Ransom, the actual culprit, are shown using non-Apple phones.
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