That’s just if you want them to pay for the product placement, though.

If you want to use it at all in a movie or tv.

Apple can't stop you from using their products in a movie. Trademarks only protect brand confusion, nobody is going to watch Transformers 17: Age of Voltron and think that the whole movie is an apple product because a robot turns into a iPad.

It's just a case of "if you don't use our product this way, we won't do cross promotions or pay for product placement with you anymore"

Apple does not do product placement at all, so licensing fees make no sense for Apple. I stand corrected.

They absolutely do, just not in the standard way.

https://www.businessinsider.com/apple-product-placements-in-...

They give away devices, to studio, cast, and crew. Apple puts your movie prominently in ads or on the iTunes Store. etc.