Why Apple Don’t Allow Use iPhones in Movies: The Trap Movie 2024 Controversy

Have you ever noticed that villains in movies rarely, if ever, use iPhones? This isn’t just a coincidence; it’s a deliberate choice. Apple has a long-standing rule where they don’t allow their devices to be used by bad guys in films. This interesting tidbit came to the public’s attention in 2020 when Rian Johnson, director of Knives Out, revealed that Apple insists on its devices being associated with “good guys” only. This policy has created some fascinating behind-the-scenes decisions for filmmakers, and it has recently become the subject of debate with the release of Trap (2024), a movie that seems to bend this rule in a particularly strange way.

The Trap Movie Controversy

Trap, directed by James Hemsworth, is a thriller about a group of people trapped in a slaughterhouse. The villain, known only as “The Butcher,” uses cutting-edge technology to control the traps and machines in the slaughterhouse. Here’s where the controversy begins: The Butcher uses an iPhone to operate everything through an app. This breaks Apple’s unspoken rule and has sparked significant conversation among film buffs, tech enthusiasts, and critics alike.

Why Do Villains Avoid iPhones in Movies?

Apple’s control over how their products are represented in the media is not new. In fact, they are notorious for strict branding guidelines. According to filmmakers, Apple does not want its devices to be seen in a negative light. This means that characters who are immoral, unethical, or downright villainous are not allowed to use iPhones or any other Apple products.

This is a deliberate marketing decision. Apple wants to associate its brand with innovation, luxury, and morality. A hero, or a good character, using an iPhone enhances the association between the brand and positive attributes. But having a villain use an iPhone would tarnish that image, suggesting the product could be used for evil or sinister purposes.

This policy has influenced countless filmmakers, who must find ways to either work around the rule or be creative in their storytelling without showcasing Apple devices in the hands of the bad guys.

Trap Movie’s Unconventional Use of an iPhone

In Trap, The Butcher’s use of an iPhone to control his slaughterhouse challenges this policy. Throughout the film, The Butcher is shown navigating a sophisticated app on his iPhone, controlling traps, shutting doors, and even monitoring his victims. The iPhone is integral to his role as the villain, which raises questions about whether Apple was aware of this, or if the filmmakers deliberately ignored the rule.

One of the theories floating around is that Apple may have given special permission to Hemsworth and his team because of the unique narrative. The Butcher is depicted not as a typical villain but more as an anti-hero with shades of complexity. The iPhone in his hand might not be about promoting villainy, but rather showcasing technology’s potential—both good and bad. Nonetheless, it still sparked debate.

The Ethics of Technology in Movies

The Trap controversy also opens up a larger conversation about the ethical responsibilities of technology companies in film. Should Apple—or any tech giant—have the power to dictate how their products are used in creative works?

Movies are a form of art, and part of the artistic process involves depicting all sides of humanity, the good and the bad. By restricting the use of their products by certain characters, Apple is, in a way, controlling how audiences perceive both their devices and the narratives in which they appear. This leads to a constrained creative landscape where storytellers are forced to comply with corporate branding guidelines rather than focusing on the most authentic or compelling storytelling.

But there’s also the question of responsibility. If Apple’s products are used in a film to depict or support immoral actions, does that reflect on the brand itself? While this may seem far-fetched, it is not outside the realm of possibility in the highly interconnected and brand-conscious world we live in today.

Can Other Tech Brands Fill the Gap?

With Apple limiting its devices to the hands of protagonists, what about other tech brands? Many directors and producers opt for generic or less well-known brands for their villainous characters. In fact, Samsung and other Android-based phone companies often fill the gap when a villain needs to be shown with cutting-edge technology. Unlike Apple, these companies are less strict about how their products are portrayed on-screen.

However, Apple’s dominance in the smartphone market makes the absence of their devices in certain scenes noticeable. In a world where Apple products are omnipresent, it can feel forced when a tech-savvy villain isn’t using the most popular device on the market. This discrepancy can sometimes break the immersion of a film.

How This Might Change in the Future

The controversy surrounding Trap could potentially push Apple to rethink its strict guidelines. While the current policy has been successful in maintaining a strong brand image, as more and more filmmakers push the envelope, it could lead to greater scrutiny over Apple’s involvement in the creative process.

Movies and TV shows are evolving rapidly with the integration of new technologies and social media platforms. Villains are no longer limited to stereotypical portrayals—they are often complex, multi-dimensional characters who use the same tools as everyone else. By continuing to restrict iPhone usage to only heroes and “good guys,” Apple risks alienating a portion of its audience and appearing out of touch with modern storytelling.

The Future of Technology in Film

While Trap stands as an anomaly in the world of Apple product placement, it may not be the last. As technology continues to play a larger role in the narratives of movies and TV shows, companies like Apple will need to decide how tightly they want to control their brand image in such a fast-paced, ever-changing environment.

If the conversation around Trap is any indication, the tide could be shifting. Filmmakers are becoming more vocal about their frustration with corporate oversight, and audiences are beginning to question why a particular device is absent in a villain’s hand. Technology, both in real life and in fiction, isn’t inherently good or evil—it’s all about how it’s used.

Perhaps, in the future, we will see a more balanced approach, where devices like iPhones are simply tools, used by both good and bad characters, reflecting the true complexity of human nature. Until then, Trap (2024) will remain an interesting case study in how technology, branding, and storytelling collide on the big screen.

Conclusion

The debate over Apple’s rule that villains can’t use iPhones has reached a new height with the release of Trap. The film challenges traditional portrayals by giving its antagonist control over his terrifying operations via an iPhone. Whether this is a deliberate bending of the rules or a special exception remains to be seen. However, it highlights a growing tension between tech companies and filmmakers over how technology should be depicted in movies. As audiences become more savvy, and as technology continues to shape our world, it will be fascinating to see how this issue evolves in the coming years.