Apple Didn’t Pay for Placement in ABC’s ‘Modern Family’

Quartz: This week’s episode of “Modern Family” features truly organic product integration, with the entire plot being told through family matriarch Claire Dunphy’s MacBook Pro, as well as the apps she uses to communicate. The episode was shot completely with MacBook Pros, iPhone 6s and iPads. In the context of the plot, Apple’s apps, and their familiar sound effects, are part of the action. The result is an episode that is very funny without ever actually seeming like an ad. In part, that is because — surprise! — Apple didn’t pay a cent to be involved.