Imagine Burger King sponsoring a movie in which a lead character is told to choose any food in the world and asks for a Big Mac. Then you’ll understand why Apple computer users are miffed.

In May, Apple Computer launched a multimillion-dollar marketing tie-in with Tom Cruise’s "Mission: Impossible." It featured Mr. Cruise in its TV and print ads, created a web site for the movie and even cosponsored its premiere.

Apple executives say they are pleased with the public reaction to their "brand-energizing" campaign. But techno-savvy moviegoers are baffled by the short shrift given Apple in the film.

It’s true that Mr. …