As another poster mentioned, Apple has been extremely active for many years in getting their products into TV shows and movies. Traditionally, they've claimed that they don't "pay" for such placement and won't discuss how it happens. But they were among the first tech companies to hire an outside firm to handle such placements. One can reasonably assume that if Apple isn't paying for such placements directly, they are funding payments from a third party. As Tivo-like devices have reduced advertisers' ability to force consumers to put up with commercials, product placement has become a very large channel of spending. In fact an episode of 30 Rock a couple of years ago dealt with the issue in an especially humorous way.