Apple doesn't allow the bad guys in the movie to use the iPhone, which is a tacit "unspoken rule" in Hollywood.
Since this secret was revealed by "Knives Out" director Rian Johnson, watching suspense films and horror films is like being spoiled in advance. Staring around to see what brand of electronics the character is using – if it's Apple, there's a good chance this person can be excluded from the blacklist.
▲ "Knife Out of Sheath"
This is an unspoken rule that has been subtly formed in the film and television production industry for many years, quietly shaping the positive image of Apple products.
And after the scalpers complained that the iPhone is not easy to make money, and analyst Ming-Chi Kuo believes that Apple's product segmentation strategy for models has failed this year, Netflix has a movie "Haligan's Phone" with the iPhone as the "protagonist". This movie may also bring sales of new iPhones.
This time, the iPhone connects the yin and yang worlds
In a way, Apple and Netflix are competitors. After all, the former has already begun to get involved in the production of film and television content. The existence of its Apple TV+ is estimated to make every streaming media platform dare not live on the credit book. In this case, it seems that "Haligan's Phone" is a cooperation between the two major platforms. Not likely, everything is just right.
Just the night before the iPhone 14 was released, Netflix released a trailer for Halligan's Phone. And just so, this is also a movie that revolves around the iPhone.
Based on the short story "Haligan's Cell Phone" by best-selling author Stephen King, the film tells the story of a couple who have never met before.
The story's protagonist, Craig, forges a deep friendship when he completes some part-time jobs for his wealthy and elderly neighbor Halligan. Craig suffered from school bullying at school. Without peers and friends, he would share new things and interesting life with Halligan. He also gave Halligan a new iPhone.
▲ Close-up in the movie
Unfortunately, the good times didn't last long, the old Halligan couldn't resist the laws of nature, and Craig's best friend died. At Halligan's funeral, Craig put the iPhone he had given him in Halligan's suit pocket and let his gift be buried with him.
It's just that Craig, who is lonely, still can't find new friends. He can only share his thoughts of being bullied and bullied at school in the voicemail box that old friends will never reply. However, the magic is that the phone call he thought he would never answer in his life took the initiative to call him back, which startled Craig.
▲ Craig was bullied at school
Even more terrifying for Craig was the fact that the bullying classmate he shared with Halligan on the phone later committed suicide. Craig even went back to the place where Halligan was buried, lying on the ground listening to the iPhone ringing from the coffin.
Can't find the answer, but Yingying Yueyue thinks that Craig, who has something to do with his classmate's suicide, lost his old phone and replaced it with the latest model.
But the story is not over, when Craig discovers the injustice around him, he picks up the original iPhone again…
▲ Craig who verified his guess
It sounds a lot like the American version of "Death Note", except that the notebook is replaced by a mobile phone, and the user has a closer relationship with the person who created the death.
Apple and Netflix's rivalry aside, Netflix's "Haligan's Phone" fully satisfies the requirements of Apple's promo. The close-up and joy when Craig presents Halligan's iPhone is a snapshot of their friendship, while the original iPhone, iPhone 4, and iPhone 5C appearing in the film are more like a good iPhone history documentary.
Bad guys eat apples, good guys eat apples
Regarding the combination of Apple and film and television works, it has never been more than "Haligan's Phone".
The "Knives Out" that revealed the "industry secret" strictly follows the setting that the bad guy doesn't use the iPhone, which allows you to directly rule out a few obvious wrong answers when looking for the murderer in the movie. In the American TV series "24 Hours", agents all use Macs, while villains such as terrorists use PCs running Windows (Microsoft: Are you polite?).
If someone switched from a Mac to a Windows computer halfway through, it likely means that he has turned against the water halfway, or is a traitor himself. If you see a character in the movie happily using products such as AirPods, iPhone, and MacBook, you can rest assured that this person will basically appear in a positive image in the movie.
Interestingly, Apple's products can indicate whether the character is on the right side, but if the character picks up a simple apple and eats it slowly in the movie, he is likely to be on the evil side. Disney's "Aladdin", "Harry Potter" in Malfoy, "Deadpool" in Ajax, they have all slowly enjoyed an apple on the big screen.
▲ The villain often eats apples in movies. Image from: melmagazine
This is theoretically based, as Uxshely Carcamo, a psychotherapist and nutritionist at The Food Therapy Clinic, once said: "Having characters eat usually doesn't have much air time, but we often see personal drinking content, which is Viewed as more charming. Eating can express arrogance or indifference to others, and it can create a power dynamic between characters.”
If eating apples is still a strong support for shaping the characters, the appearance of apples in the movie is purely based on "fruit power" to generate electricity, otherwise the pictures of these appearances will not be so magnificent.
The most familiar Apple movie to domestic audiences as a movie plot may be "Forrest Gump". As an ordinary person, Forrest Gump has experienced various changes in the United States, went to Vietnam to join the military, shook hands with John Lennon, ping-pong diplomacy with China, and finally invested in Apple. In the movie, Forrest Gump received a letter from Apple thanking him for his trust in the project, a move that made him "no longer worry about money".
▲ Who wouldn't want to buy an Apple stock at that time?
There is also no shortage of Apple products in the American sci-fi children's movie "Rush to the Sky". As a 1985 production, the characters in the film use the Macintosh, one of the important tools for their home-made spaceships, which the film's protagonists use to display their models. There's even an obvious shot of the Apple II as their ship is about to start traveling.
In the classic film series "Star Trek 4", the film and characters interact with the Macintosh Plus, painting a blueprint for audiences more than three decades ago that smart products can communicate – and now Siri can indeed communicate with you .
▲ "Star Trek 4"
In "Legal Blonde", the heroine even went to Apple to buy an iBook G3 in preparation for entering Harvard; the fashion empire in "The Devil Wears Prada" must be the best in everything, as a professional in the field of aesthetic analysis People, the main characters inside are also Apple products.
A film adds up to shape Apple's image as professional, cutting-edge, stylish, and full of potential.
Movies, but also Apple's software
Apple was never just a hardware company. "Integration of software and hardware" is one of Apple's symbols. The left-hand iPhone, MacBook, AirPods and other hardware are crazy to attract money, and the right-hand Apple Music, Apple Card, and Apple TV are stable and must be grasped with both hands.
Even Apple's multi-terminal collaborative software and UI design have become the reason why many people choose Apple. It's so easy to use that you don't want to leave, and the interface is so simple that it's hard for you to tell whether Apple's success is based on hardware or software.
It's just that many people ignore that movies are also Apple's software outside of these software products that they can come into contact with every day.
Apple and Samsung had a three-year "Century Litigation". This protracted litigation battle not only won Apple $539 million in patent fees, but also gave the outside world a better understanding of the two big companies Apple and Samsung.
In a 2012 trial, Apple's marketing chief Phil Schiller revealed Apple's marketing policies when he testified in court.
- Relying on media praise to create a sensational effect for the product
- Invisibility implants in film and television
He admitted to the jury: "We want to see stars use our products." According to him, Apple has dedicated employees to connect with Hollywood film and television producers and work with them to create invisible product placements – few people will realize it It's an advertisement, because when you're watching this content, you're only using Apple products as props.
Even this kind of cooperation may have started 40 years ago. Since the birth of the Mac, Apple has had frequent contacts with Hollywood executives and producers. They provide Mac computers to various Hollywood studios to help creators make better content. Apple has also completed a film preservation project with the American Film Institute, participating in film preservation by providing computers.
By the 1990s, Apple was already pushing Hollywood to use Macs for special effects in movies. Frequent cooperation and practitioners have formed usage habits, which makes Apple Movies more and more important in the entire film and television industry chain. By 2011, you could see Apple products in 40% of top-grossing movies.
Regarding Apple's choice, we may be able to find some answers from one of Jobs' idols, Akio Morita.
In 1989, when Sony bought Sony Pictures, journalist Tim Bajarin interviewed Akio Morita about why he was buying a movie studio. Akio Morita's answer at the time was: "A movie is a kind of software. If there is no software, the hardware is nothing, and a movie is software content that can run on Sony hardware."
This principle also applies to the "hardware company" Apple.
Apple is a generous and stingy investor when it comes to film and television content. They often provide crew equipment rather than direct money, which is also typical of Apple. Before "Haligan's Phone", the classic American drama "Modern Family" had a similar "coincidence". That episode revolved around dad Phil trying to get an iPad on his birthday, and he aired two days before the iPad's launch.
But Apple didn't pay a penny for this fantasy linkage. The creative team of "Modern Family" said:
It's not actually a business partnership, we want to talk about something Phil is excited about with new Apple products. This seems to be a very good product. Because it is the first release, we communicated with Apple to a certain extent. They agreed to let us use this product in advance, but they did not stipulate how this product needs to be carried out in the play. exhibit.
▲ Apple products have appeared many times in "Modern Family"
In this way, Apple has exchanged hardware for "software" cooperation, and you can also see Apple's products in "software".
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