Bono takes the blame for the 2014 iTunes U2 album disaster

Apple CEO Tim Cook dinner with U2 in 2014

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U2 frontman Bono requires the blame for the sick-fated iTunes album giveaway of 2014, an extract from his memoir reveals, but while Apple took heat for the endeavor, CEO Tim Prepare dinner apparently was not fazed by the reaction at all. &#13

Apple’s gift of a no cost copy of the U2 album “Songs of Innocence” was found as a large blunder for the new music-advertising provider, with problems from lots of forcing Apple to appear up with recommendations to get rid of the album from consumer libraries. &#13

In extracts from Bono’s memoir “Surrender: 40 Tunes, A person Tale” posted in The Guardian, the rock frontman recounts meetings between the band and Apple executives in 2014. In the assembly, Bono spoke with manager Guy Oseary, Eddy Cue, Phil Schiller, and Tim Prepare dinner, with the suggestion of a giveaway staying from Bono’s facet of the table. &#13

“You want to give this tunes absent absolutely free? But the entire level of what we’re trying to do at Apple is to not give absent audio totally free. The issue is to make sure musicians get paid,” Bono was told. &#13

Bono instead insisted that Apple should really spend U2, but then give it away as a present. “Wouldn’t that be amazing?,” he extra. When Cook dinner pressed, Bono in contrast it to how “Netflix purchases the film and presents it absent to subscribers.” &#13

“But we are not a subscription firm,” Cook dinner fired back again, right before Bono available “Not but. Let ours be the initially.”&#13

Cook was apparently however skeptical about the offer, and asked even further if this was just to those who liked U2. “I assume we ought to give it away to every person,” Bono proposed, “I signify, it is really their choice no matter whether they want to pay attention to it.” &#13

On the reception the album had, Bono states he will take total accountability. “Not Guy O, not Edge, not Adam, not Larry, not Tim Prepare dinner, not Eddy Cue.” Bono considered that if the songs was produced out there for listening, people today “could pick to attain out towards it.” &#13

Bono has earlier apologized for the incident, which noticed computerized downloads of the album to thousands and thousands of customers, in the weeks immediately after it transpired. &#13

“At initially I believed this was just an net squall. We have been Santa Claus and we might knocked a few bricks out as we went down the chimney with our bag of tracks,” he presents. “But really quickly we understood we would bumped into a really serious discussion about the accessibility of big tech to our life.” &#13

Bono takes a minute to commend Cook on his steps afterward. “You talked us into an experiment,” the CEO reported to the rockstar. “We ran with it. It may perhaps not have labored, but we have to experiment, due to the fact the tunes small business in its present variety is not functioning for all people.” &#13

Bono then points out the “likely instinctively conservative” leadership fashion of Cook dinner, and that whilst he preferred to try out and clear up a trouble, he was nonetheless ready to take responsibility. &#13

The extract also discusses a different Apple CEO interaction 10 several years prior, with Bono and Edge checking out Steve Careers with Jimmy Iovine in tow. Even though U2 failed to do commercials, it was proposed that the band was a fantastic match for Apple’s advert type at the time. &#13

For remuneration, Employment didn’t believe Apple experienced the funds these kinds of a band would anticipate. Bono countered by saying they just needed to be in the commercial, even so although the band was not looking for hard cash, they prompt a “symbolic volume” of Apple stock, nevertheless Jobs named it a “dealbreaker.” &#13

As an alternative, a custom-made U2 iPod in black and crimson was suggested, though Work insisted “You wouldn’t want a black one. I can show you what it would glimpse like, but you will not like it.” &#13

Later, following the band have been shown the initially model and identified it favorable, structure chief Jony Ive was invited to look at the device’s style and design a next time. Ultimately, the exclusive version iPod in purple and black saw community launch.

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