I'm not "in the industry" of advertising (I only have experience in exhibits and product design.) But in my experience, the license depends mostly on what the copyright owner can command (it is a negotiation, but the seller gets to set the price, and the buyer gets to decide if they want the deal.)
She's clearly a well established photographer [has had plenty] of high level clients and some very marketable work:
If I had to take a wild ass guess, of a likely license for such an image:
Knowing what was paid on small projects I have been involved with in the past, and assuming a few things --
a mixture of medium and full res licenses (most likely for such a deal they would negotiate a single package deal,)
Use on billboards, in store, print and electronic (I haven't seen it on TV,)
A probable 6 month to one year term of use (or as negotiated,)
I would guess a *minimum* of $25,000, but I frankly thing she would ask for at least $100,000.
I'd be interested to know what your friend thinks, if he has experience with similar projects.
I do know that Leslie Feist got (low to mid) six figures for the use of one of her songs for a single Apple commercial. Additionally, they arranged (not part of the negotiated deal) for her to get a US passport too! Very handy for a musician in the post 911 world. That alone probably cost $20,000 in fees and lawyers and she probably would have had a hard time doing it for any price without Apple's help (she mentioned the passport on Letterman one night.)
[Also RE "she wants millions,"
She does get to set the price. Apple gets to refuse it.
Since Apple didn't negotiate, they may have to pay several times what would have a reasonable price from the start.
I doubt she'll get millions, but I wouldn't be surprised by 1 or 2 million.]
Edited by DESuserIGN - 10/13/12 at 1:19pm
Originally Posted by EricTheHalfBee
I asked a friend who works in advertising about this and what he thought would be a reasonable price to pay to use a photo in a marketing campaign of the size/scope of Apple (for example, running full page ads of your photo in several major magazines).
I'm curious what you think Apple should have paid to use this photo, since you're "in the industry".
Then I'd like to see how much Apple is being sued for. The difference between these numbers will speak volumes about the "reasons" for filing the lawsuit.
Edited: Just read over the linked filing. It states that damages cannot be determined at this time. But it states they want to include things like profits, gains, and advantages Apple received.
In other words, she wants millions.