Bono says sorry for automatic U2 downloads on Apple devices

‘We got carried away with ourselves’ says frontman
Publish date:

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.