Warning: This article may spoil upcoming Halloween horror movies and suspense series, but the tip is worth sharing.
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October brings the usual wave of horror films and tense TV dramas that set the mood for autumn and Halloween. You might become the household’s reigning expert, calling the killer within minutes while sitting in the dark with popcorn in hand. What’s the trick that lets you unmask the villain so fast?
You don’t need private investigator training or mind-reading skills—just pay attention to a very ordinary prop that shows up in nearly every scene: the smartphone a character is holding. A long-standing and surprisingly straightforward filmmaking practice, kept under wraps by Hollywood for years, has recently come to light.
Look at recent movies and TV shows: protagonists, investigators, and generally likable characters are often shown using iPhones or MacBooks, while suspects and antagonists are repeatedly pictured with rival brands or outdated devices. A clear example is Rian Johnson’s Knives Out, where the entire family uses Apple phones except for the culprit. This pattern goes back: in the early 2000s on 24, government agents tended to use Apple hardware while terrorists and traitors used Windows PCs.
Rian Johnson—director of Knives Out and Star Wars Episode VIII—spoke about this policy in 2020. He explained that Apple prefers its products to be associated with “good” characters in films. Villains are typically not shown with iPhones; they get other brands or anonymous-looking flip phones instead. “Apple lets you use iPhones in films but—and this is very important for thrillers—the bad guys cannot be filmed with an iPhone,” he told Vanity Fair.
Apple is also one of the top brands for product placement in hit American movies, alongside the likes of Mercedes, Coca-Cola, and Sony, according to BrandChannel’s annual lists. Given this practice, you can often deduce a plot twist simply by noting a character’s tech. If someone is using anything other than the latest iPhone, be suspicious: they might be hiding more than they let on.
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