Bono Recalls Argument With Steve Jobs Over (Product) RED Branding [Video]

Bono Recalls Argument With Steve Jobs Over (Product) RED Branding [Video]

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We already knew Apple's Jony Ive was going to join U2's Bono in an Interview at Cannes Lion to discuss the company's (Product) RED partnership. However, things got a bit more interesting when Bono noted Apple's quiet involvement with the project.

Bono shared an argument he had with Steve Jobs when first establishing the (Product) RED partnership with Apple. Jobs was on board to start selling the products, but refused to include the parentheses that are part of the (Product) RED name and logo. Bono made the argument that the parentheses helped unify the companies that were on board with the project. Eventually, Jobs caved and agreed to use the parentheses in the products under the condition that they would never be featured in Apple Retail Stores. Jobs' wish still holds true today.

While Bono and Ive are long time friends, Bono did go on to complain about Apple's quiet involvement in (Product) RED while Ive was on stage.

"One of the reasons it's such a credit to have Jony Ive on the stage," Bono told panel moderator and Vice CEO Shane Smith, "is because Apple is so fucking annoyingly quiet about the fact they've raised $75 million. Nobody knows!"

Bono went so far as to stand up, pull out an official (Red) iPad cover and remove the device, illustrating to the audience that the only actual nod to the nonprofit was inside the cover and therefore always obscured by the tablet.

"Where's the (Red) branding?" he asked Ive. "Nobody can see that. This is modesty run amok. This is the Apple way. They're like a religious cult."


Ive didn't take Bono's jabs personal, and noted the company has had a long relationship with including RED products in its lineup.

"We started in 2006 with one (Red) product, a Nano, and now we've got well over half a dozen," Ive said. "It's been really, really special for us."

The video of the entire interview has not been released, but we do have a short 2 minute clip of Bono recalling the initial argument he had with Jobs.

Apple's own contributions have reached over $70 million, according to an announcement by the charity back in April. You can check out Apple's current (RED) products here.

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Ron - June 25, 2014 at 4:46pm
#1--Apple is a for-profit company (just a reminder). #2--the article mentions $70 million in contributions over 8 years to (Product) RED; not $70 million in combined charitable contributions. #3--IIRC they auctioned off a RED Mac Pro, along with other one-off's.
BW - June 24, 2014 at 12:45am
iPod touch iPod nano iPod shuffle Smart cases Smart covers iPhone 5s leather case Bumper All these are product red. Only thing missing is a red iPhone (5c?).
Nat - June 24, 2014 at 2:11am
As much as they made for their accessories. I only own a red iPad Air case from them in red.
Nitro Junkie - June 24, 2014 at 5:34am
Apple has donated plenty in their time. And so did Steve jobs and his wife who still donates Anonymously. They just don't go around bragging about it like others do. People or companies that go around bragging about the charity they do or how much they give are only in it for themselves.
Fukscrawn John - June 24, 2014 at 9:34pm
Russell, first off Apple has been saving a lot because it's how much they spend to get supplies for their products, but for stores all they do it just sell stuff and it goes to them for free, and second, this apple with "education" is a flat out gimmick, did you not learn a shit from "one app at a time" video? Besides if you look in the App Store, you can see why there is a kid sections, so what's this gullable lie you are trying to tell us?
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