[kkshin]

I think you're reading too much into it. Certainly Apple may have offered ABC some amount of money for the product placement but the important question is has this specific example taken away from the entertainment factor of the show? If you follow 'Modern Family' this is certainly is consistent with the portrayal of a father. Would it have made you happier if instead he was obsessing over an unfamiliar technology product that you've never heard of? Would you have been able to relate to it as much?

So I say, "who cares," as long as product placement is not impacting me from being entertained and/or compromising the artistic merit of the show.

[hartror]

A similar thing was done on SciFi Channels Eureka a while back where the storyline involve a brand of deodorant. It fitted in well with the storyline and wasn't annoying or overly blatant. I'm fine with shows doing thing kind of thing when they don't break the forth wall while doing it. As long as they don't go over board cough Die Another Day cough