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Apple reigns supreme in product placement

Apple is tops at product placement, appearing in 10 of the 33 movies that hit No. 1 at the box office in the U.S. last year, according to a new study.

Don Reisinger
Former CNET contributor Don Reisinger is a technology columnist who has covered everything from HDTVs to computers to Flowbee Haircut Systems. Besides his work with CNET, Don's work has been featured in a variety of other publications including PC World and a host of Ziff-Davis publications.
Don Reisinger

If you're looking to escape Apple products, don't head to the movies.

In 2010, Apple was tops in product placement, according to research released yesterday by BrandChannel. Apple products appeared in 10, or 30 percent, of the 33 movies that hit No. 1 at the box office last year. It easily bested Nike, Chevrolet, and Ford, which all tied for second place in product placement, finding their way to 24 percent of the top films in the U.S. at the box office last year. Sony and Dell had products in 15 percent of last year's hits, said BrandChannel, a Web site focused on brands and brand awareness.

Apple's dominance in product placement has been going on for years. BrandChannel noted that between 2001 and 2010, 112 of the 334 films that hit No. 1 at the box office in the U.S. featured Apple products. The company followed only Ford over the past 10 years, which saw 144 films include its vehicles.

The fact that Apple is tops in product placement probably doesn't surprise many people. On a slew of TV shows and movies, the company's familiar products pop up. Sometimes folks are using a Mac to surf the Web, while other times, they enlist the help of an iPhone to place a call.

But Apple's share in product placement is starting to slip. BrandChannel revealed that it hit a high of nearly 50 percent product placement in top movies in 2008. In 2009, Apple's placement reached 44 percent.