I was at the Sydney Opera House on the weekend to see the Matthew Herbert Big Band. At the heart of the performance was Matthew Herbert himself, embellishing the sounds of his big band with electronic samples and beats driven by his Apple notebook.
I knew it was an Apple despite the fact that he had been forced to stick black gaffer tape over the logo...presumably at the insistence of the Opera House due to some technology partnership with a rival brand.
But it just comes across as childish and pointless...if anything, drawing attention to the hidden icon. Marketers and sponsorship managers really need to grow up and understand that brand is much more than skin (and awareness) deep.