Modern Family Did Its iPad Shilling for Free

According to Modern Family creator Christopher Lloyd, the iPad placement in last night’s episode was not paid for by Apple, but just something the writers felt like doing. He tells the Hollywood Reporter:

“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 1]. 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.”

Sounds to us like Christopher Lloyd just really wanted a free iPad.

’Modern Family’ co-creator explains iPad use [Live Feed/HR]

Modern Family Did Its iPad Shilling for Free