• by David Goetzl  @dgoetzl, February 1, 2008

NBC and Apple memorably traded barbs last summer when the network opted to pull its shows from the iTunes store, apparently because it wanted prices to increase over the $1.99 an episode. Since then, there have been hints of a rapprochement. But a few weeks ago, NBC may have left a new stain on their relationship.

After the Jan. 17 episode of the "Celebrity Apprentice," Apple executives may have been dialing 30 Rock, but for reasons other than negotiating a return of the acclaimed "30 Rock" to their emporium.

The episode was designed as a showcase for Kodak's EasyShare line of printers and cartridges--the rather standard type of "Apprentice" paid brand integration. But in the process--and surely unintentionally--it offered a nightmarish scenario for Apple and its laptops.

On the show, the celebrity contestants were charged with creating an experiential marketing exhibit for EasyShare, which would be parked on the streets of New York. (It was one of the top product placements of the week, according to measurement firm iTVX).

The two teams used silver, easily identifiable Apple MacBooks as they brainstormed and worked on their designs, with the help of professional graphic artists. (It's unclear whether Apple has any official relationship with the show, although star Donald Trump's assistant can be seen with a portable Mac.)

Kodak markets the EasyShare line's products, including ink cartridges, as costing much less than competitors. The team that had boxer Lennox Lewis and UFC champion Tito Ortiz opted to go with a message that Kodak can "knock out" the high price of ink.

In that vein, they staged a photo shoot with Lewis and Ortiz sandwiching between a printer. The two pugilists posed on top of the same conference table as the armada of Macs. The photographer, B-list actor Stephen Baldwin (whose brother is on "30 Rock"), jumped on top as well.

But as Lewis and Ortiz rolled off, they shook the table enough that a cup of coffee drenched one of the laptops. Panic ensued, and the contestants did what they could to clean the keyboard and screen, hoping their artwork--eight hours in the making--could be salvaged.

No such luck. Rebooting didn't work, nor did any other emergency measure. The screen remained blank. The laptop was shot.

Team member Piers Morgan, the spunky British judge on NBC's "America's Got Talent," called it "a ruinous piece of bad luck."

It was less than fortuitous for Apple, too. The marketer's competitors--the Lenovos and Dells--tout how durable their machines are in the face of far more daunting challenges than spilled coffee. In today's busy office life, a laptop would seemingly be about as threatened by java as Lewis, the former world champ, by a feather.

Wiping aside the issues for Apple, how did Kodak fare in the episode? Probably quite well. The company had a clear vision of what it wanted to do with its integration: Reinforce that it's still viable and does more than service photo needs. Its EasyShare line offers printers and ink can be found at a drastic discount.

"Kodak has reinvented itself," Trump said as he introduced the challenge to the teams. "It's gone digital. It's doing a terrific job."

Later, seemingly on cue when meeting with two Kodak executives, contestant Nely Galan (a "celebrity" apparently best known for launching Fox's "The Swan") marveled: "I didn't even know you guys made a printer."

If viewers also got that same message, Kodak looks to have accomplished its goal. Even if the masses didn't, Kodak appears to have had better fortune than Apple. Maybe it should pay NBC to go with a Dell.