Well I know how this works for TV shows (Got Talents, Master Chef, and national series, and they work all the same): A show/movie/series is in the process of b

Well I know how this works for TV shows (Got Talents, Master Chef, and national series, and they work all the same): A show/movie/series is in the process of being financed and you have sales teams going around to Media Agencies and/or direct to brands (usually media agencies are the first contact) and they pitch the show with the available placements for product placement. Cars, clothes, drinks, food, shampoo, you name it - everything that's on screen it's sold. If it's not sold it's unbranded, even if you recognize the product by it's shape, the logo can't show. So basically what happened so far is that the sales team approaches Apple Media Agency or Apple directly and pitch them the movies/shows and the characters with enough relevance/screen on time, and ask if they want to place their product with that character. Probably it's even a guideline nowadays that the agency account manager doesn't even let villains, crooks, etc placements even reach Apple brand management because they know the brand guidelines to not be associated with "Evil Characters". After some time they don't even pitch those placements to them because they know it's a direct "No". If it's a yes then there's a series of meetings to show the script/story board where the product is actually placed and shown, and some brands even have a say over the directors in some shots. In some sets there are usually brand representatives with the respective media agency contact. No idea if it's like this on Hollywood, but should be something in these lines.