‘We got carried away with ourselves’ says frontman

Bono says sorry for automatic U2 downloads on Apple devices

U2 frontman Bono has apologised for the band’s deal with Apple to send its latest album straight it iTunes users’ devices, whether they wanted it or not.

The apology came during a Facebook Q&A session, where one listener wrote: “Can you please never release an album on iTunes that automatically downloads to peoples [sic] playlists ever again? It’s really rude.”

Bono’s reply was as follows: “Oops. Um. I’m sorry about that. I had this beautiful idea and we got carried away with ourselves.

“Artists are prone to that kind of thing. Drop of megalomania, touch of generosity, dash of self-promotion, and deep fear that these songs that we poured our life into over the last few years might not be heard.

“There’s a lot of noise out there. I guess we got a little noisy ourselves to get through it.”

Apple made U2’s latest album, Songs of Innocence, available to around 500 million iTunes customers in 119 countries to coincide with its iPhone 6 and Apple Watch launch event in September.

Six days after the launch, Apple released a tool to remove the album from its customers’ iTunes accounts.

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