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Apple and U2 reportedly working on ‘secret project’ to bolster music sales


According to TIME, U2’s partnership with Apple goes far beyond a free album in your iTunes library, much to the chagrin of some users. The group is reportedly working with Apple on a ‘secret project’ to rejuvenate digital music scales.

Details, however, are thin on the ground. Bono is quoted as saying he is developing a new music format that will somehow inspire consumers to buy complete albums once more. Without more information, it’s impossible to tell whether this is a silly pipe dream or an actual possibility. In the age of streaming music, the sales potential for individually bought songs is waning.

The TIME report echoes comments made by U2’s manager last week. Oseary wants the band to explore how to connect to music beyond an audio file, combining video content and lyrics into ‘innovative’ ways of enjoying music.

It is also unclear how Beats Music fits in with this endeavour. Tim Cook admitted in an interview that one of the key reasons Apple bought Beats was the uniqueness of their streaming service. Many people assumed Iovine would be working to integrate the technology into iTunes. TIME’s claims of U2’s interests seem to go against his vision.

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  1. Drew (@gettysburg11s) - 9 years ago

    I am not sure why people got mad about the U2 album. It doesn’t make sense. Its not hard to just remove it.

    Anyways, Apple is smart to get into areas like this with U2. They don’t want to end up like Microsoft.

    • I agree with everything you just said Drew!
      I understand how some people over reacted claiming there accounts were hacked to get the U2 album, but all Apple could do to avoid this would of been to get the ads on TV almost instantly to avoid confusion.
      I actually love the first single from the album (the one they performed during the keynote), but never personally got into the rest of the album.

      • I hate to break it to people but Apple can push any content to any account any time they want. If you don’t like it, jump to Android where you can REALLY get hacked.

        People complaining about getting something for free is just stupid. If you don’t like it, don’t play it and hide it.

    • Michał Gołębiowski - 9 years ago

      No, it was impossible to remove before apple put up a special removal site. If you shuffle with iCloud turned on, songs not available on the device play as well.

      So if someone really doesn’t like U2, it matters.

    • Alex (@Metascover) - 9 years ago

      brats complaining because they have nothing to do with their lives

      • herb02135go - 9 years ago

        Great. I’ll be sure to send all of my spam to you.

        If the album was decent people would have sought it out. But that didn’t happen.

  2. Not sure if “digital music scales” or “digital music sales” (end of first paragraph).
    Otherwise great to hear something like this, MAY actually be happening behind closed curtains. :)

  3. Ray - 9 years ago


  4. PMZanetti - 9 years ago

    Hello hello! Yeah yeah yeah yeah!

    Bono is such a tool.

  5. chrisl84 - 9 years ago

    Unless prices for albums drop WAY down nothing will change in terms of sales. Beats and Spotify have ended album sales at their current price points.

  6. simple idea to bolster music sales would be to stop making crappy music. There is only one good song on the U2 album. That’s why album sales suck…..artists have to work harder to sell an album.

    • Shit music and a whole album full of shit songs doesn’t seem to affect Bieber, Kanye and a slew of others.

      • herb02135go - 9 years ago

        But have they forced their music on people? I don’t think so.

    • Yep Crappy music sold out 2 years of U2 360 Tour. Album sales can’t suck before they become album sales. This album was released at the keynote. You should work harder to compose a reply with facts.

  7. Brett Huhn - 9 years ago

    Losing the creepy sunglasses and producing some music that was GREAT would be a good start. What HAPPENED to U2? The were so good way way back when.


Avatar for Benjamin Mayo Benjamin Mayo

Benjamin develops iOS apps professionally and covers Apple news and rumors for 9to5Mac. Listen to Benjamin, every week, on the Happy Hour podcast. Check out his personal blog. Message Benjamin over email or Twitter.