Last week I reported on Apple’s new
global photography contest. The 10 winning images will be used extensively in a massive advertising campaign including product packaging and billboards. The official contest rules say the winning entries will have “No cash value.”
After receiving a lot of
flack from professional photographers concerning the lack of payment for such uses Apple decided to modify its official contest rules.
The
official rules now include a sentence on page 3 that says, “Apple believes strongly that artists should be compensated for their work. Photographers who shoot the final 10 winning photos will receive a licensing fee for use of such photos on billboards and other Apple marketing channels.”
There is no indication as to how much these “licensing fees” might be. Maybe they will be standard microstock rates? Maybe $100? Maybe $1,000? Hopefully the professional photo community will eventually find out what Apple thinks photos used in this manner should be worth.
On page 6 of the Official Rules under Prizes is the following explanation of how the images may be used, “Ten (10) winning Photos will be featured on Apple Newsroom, Apple’s Instagram channel, apple.com, in Apple retail stores, and billboards around the world, as determined by Sponsor in its sole discretion. Prize is non-transferable. No substitutions or cash redemptions. Winners will receive a licensing fee for use on billboards and other Apple marketing channels.”
Maybe the winners will be required to sign non-disclosure agreements and thus be unable to reveal the degree of Apple’s generosity.