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.