funny..
Companies pay for product placement... what gets really interesting is when the technology is so good that there is no money exchanged.. don't think Apple is in the movies because the artist's typically use Macs.. it is *all* about money exchanging hands.. welcome to Hollywood...
check out this article..
http://www.usatoday.com/tech/products/2008-04-29-microsoft-csi-product-placement_N.htm
of note…
No money is exchanged in the Microsoft-CSI relationship, which goes well beyond traditional product placement. "We are moving to a role of technology adviser to a show," says Jay Kenny, a group product manager for lifestyle marketing and placement at Microsoft. "It's a unique collaboration we hope to see more of in the future."
Product placement in TV and movies isn't new, of course, as anyone who recalls the 1990s Seinfeld episode featuring Junior Mints can attest. More recently, NBC's 30 Rock parodied product integration with Snapple. And how often have you seen a branded beer can or Apple computer in some scene? (Apple won't discuss its product placement strategy.)