Under Ofcom regulations, broadcasters must inform viewers by displaying the letter 'P' for three seconds at the start and end of a programme that contains product placement.
Most network executives play down the digital threat (as incumbents often do), and the networks are resorting to cleverer--and potentially more intrusive--product placements as a way to zap the zappers (see related story, p. 82).
Since the smartphone was meant to be a niche product focused heavily on beautiful design and the best materials at Porsche's disposal, the P'9981 isn't going to be mass-distributed.