That doesn't bother me so much, because if Sherlock were a modern figure, he'd carry some kind of mobile device and use it the way he does in the show. There is

That doesn't bother me so much, because if Sherlock were a modern figure, he'd carry some kind of mobile device and use it the way he does in the show. There isn't a lot of pomp and cirucmstance made about him unlocking his phone and carefully navigating the nanometer-engineered laser-etched icon menus, isn't this device amazing, you should buy one. You near a text message notification (which many of us hear, from our own devices, or our neighbors', on a daily basis), he looks at the phone, the shot shows the phone, and highlights the contents of the message as a storytelling device, rather than as an advertisement for how pretty Apple's software is. I'd like to clarify that I'm not an Apple fanboy by any means - my mobile devices are all Android, and I primarily work on Windows machines. I don't have any issue with characters using modern technologies as part of a story, but when the storytelling detours for the sole purpose of advertising a product, it gets wonky. Some more of my favorite examples: Nissan/Fringe - http://www.youtube.com/watch?v=s4fY1_NSxF0 http://www.youtube.com/watch?v=s4fY1_NSxF0 Windows Phone/Castle - http://www.youtube.com/watch?v=DFPcvcTzdYY http://www.youtube.com/watch?v=DFPcvcTzdYY Hyundai/Burn Notice - http://www.youtube.com/watch?v=A4xlSN9_XT0 http://www.youtube.com/watch?v=A4xlSN9_XT0 Subway/Hawaii-50 - http://www.youtube.com/watch?v=oQYwFND7rHE http://www.youtube.com/watch?v=oQYwFND7rHE On the flip side, Chuck did Subway's product placement very well - they just leaned into it and played it for laughs, rather than trying to oh-so-cleverly have Serious Characters eat Serious Lunch with Serious Nutritional Value. The show just owned the fact that Subway had shoved a crackload of cash at them and went overboard with it. http://www.youtube.com/watch?v=wdaHx0_PmC0 http://www.youtube.com/watch?v=wdaHx0_PmC0