LAS VEGAS: Move over, Bruno Magli - the preliminary hearing of O.J. Simpson is just a day old and already there's been more product placement references than an episode of "Mad Men."

Of course, the setting itself, Las Vegas, is nothing less than the pop culture zeitgeist, and references to the trendy Palms, where Mr. Simpson was staying when he was arrested, and the Palace Station, where the football star and his group confronted a pair of memorabilia dealers, have been rife since the Sept. 13 incident.

But now that Mr. Simpson and two co-defendants are in court to determine whether they will be tried on armed robbery and kidnapping charges for bursting into the room and leaving with a trove of memorabilia, memories of how Bruno Magli shot to fame when the treads of the expensive Italian shoes owned by Simpson were pondered at his 1995 trial for the murders of his ex-wife and her friend. Mr. Simpson was acquitted.

This round's Bruno Magli may turn out to be the Sprint Katana cell phone. Memorabilia dealer Bruce L. Fromong, who said Mr. Simpson stole $100,000 in merchandise in the raid, complained loudly on Thursday that Mr. Simpson also snatched away the $280 phone that Mr. Fromong had just bought earlier that evening.

"I said, 'O.J., not my phone, man, I just got that phone 20 minutes ago!' " Mr. Fromong told the court.

Not long after that, Mr. Fromong was being asked about his store on eBay, where he sells memorabilia under the user name "superbowlkid." Suddenly, Mr. Simpson's defense attorney, Gabriel Grasso, sprang up with his Apple iPhone, on which he called up Web page to show the judge that Mr. Fromong was now trying to profit off the notoriety of the Simpson run-in.

Mr. Grasso said it was the first time he'd ever used an iPhone in court, and that he didn't know until Mr. Fromong mentioned his user name how to find him on eBay. He zipped to the site and saw that four of Mr. Fromong's items, posted for auction this week, are described as: "This is IDENTICAL to the ones OJ STOLE from me!!!!!!!!"