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“Modern Family” co-creator Christopher Lloyd told THR that the show’s heavy use of Apple’s iPad wasn’t paid product placement and explained how the episode came about.
“In fact, there was no product placement. This was widely assumed, and everybody was wrong. We wanted to do a show about Phil getting very excited about a new product and it seemed the perfect one to use, since it was debuting [April 3]. We approached Apple about getting their cooperation (using the product, for example, and they are notoriously secretive about their products prior to their being launched) and they agreed and gave us a few other small concessions. But there were no stipulations as with normal product placement, i.e. we give you X dollars and you have to feature our product such-and-such a way and say such-and-such nice things about it. We are not angels — we have made those agreements with other companies. But that was not the deal with Apple. It was all story-driven.”
So there you have it.
In a completely unrelated note, Disney just announced an ABC Player app where you can watch its TV shows on the iPad — the first hand-held device to support the network’s full episode player. Which means you can watch the “Modern Family” iPad episode … on the iPad!
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