Have you ever noticed in a movie or TV show that while most characters flaunt sleek, modern smartphones, there’s always that one character stuck with a flip phone or outdated brick? And more often than not, they turn out to be the villain. There’s an intriguing reason behind this: Apple’s strict “no-villain” rule.
While not widely publicized, Apple has strict guidelines for how its products—like iPhones, iPads, and MacBooks—can be shown in films and television. According to this unwritten rule, Apple doesn’t allow antagonists or villains to be portrayed using their devices.
In a 2020 interview, Knives Out director Rian Johnson highlighted this fascinating detail. He revealed that although Apple permits the use of iPhones in movies, there’s a critical restriction: “Bad guys can’t use iPhones on camera.” This small but significant guideline has major implications in mystery or thriller films, where attentive viewers might figure out the villain based on their choice of tech.
For instance, in Knives Out, almost all the murder suspects are seen using iPhones, except Marta, who is portrayed as guilty for most of the movie, and Ransom, the actual murderer—neither of whom use Apple devices. Johnson even joked that filmmakers creating mystery films may now be frustrated with him for disclosing this clue. The hit series Succession offers another example. While the main characters like the Roy siblings use iPhones, others with questionable intentions, such as Logan Roy and Tom Wambsgans, stick to non-Apple devices.
Why Does Apple Do This?
The reason for this restriction ties back to Apple’s desire to protect its brand image. Apple insists that its products be depicted in a positive light, and villains using its devices would tarnish that reputation. While the “no-villain” clause isn’t explicitly stated in Apple’s official guidelines, the company’s rules do require that its products “reflect favorably” on the Apple brand and must be shown only in the “best light.”
Interestingly, Apple doesn’t pay for product placements in films or shows. Filmmakers often choose Apple products because of their popularity, but in exchange, they have to follow Apple’s strict portrayal guidelines, which includes keeping villains away from iPhones and MacBooks.
A Clue for Movie Lovers
This quirky policy adds an interesting layer to watching movies. If you’re ever stuck trying to figure out who the villain is in a mystery film, just check their phone—if they’re not using an iPhone, they might just be the bad guy!
Next time you’re enjoying a movie or show, pay attention to which characters are using Apple products—you might uncover an extra clue about the plot
Source: Vanity Fair
