Black Is the New White! (U2 iPod Arrives!)

26 Oct 2004
Edge and Bono joined Steve Jobs of Apple today, to launch a customised 'U2' edition of the iPod.

Holding up to 5,000 songs, the U2 iPod comes in black with a red 'click wheel' and custom engraving of U2 band member signatures.

'We want our audience to have a more intimate online relationship with the band, and Apple can help us do that,' said Bono. 'With iPod and iTunes, Apple has created a crossroads of art, commerce and technology which feels good for both musicians and fans.'

Edge, the resident early-adopter in the band, was also delighted at U2's partnership with Apple.

'iPod and iTunes look like the future to me and it's good for everybody involved in music.'

The announcement of the U2 iPod is the latest in a string of intriguing developments from U2, Universal Music and Apple ahead of the release of U2's album How To Dismantle An Atomic Bomb in November. Two weeks ago, Apple and U2 released a TV ad featuring U2 performing the new single 'Vertigo.' You can see it online here.

And Apple has also created the a groundbreaking U2 'Digital Box Set', 400 U2 tracks at the click of a mouse. (Complete story here).

'U2 is one of the greatest bands in the world and we are floored to be working with them,' said Steve Jobs, Apple's CEO. 'We just want to make some innovative products together, and we hope U2 fans will love having their very own special edition iPod.'

Jimmy Iovine, Chairman of UMG's Interscope Geffen A&M Records, said U2 and Apple have a special relationship 'where they can start to redefine the music business'.

'The iPod along with iTunes is the most complete thought that we've seen in music in a very long time.'

The new 20GB iPod U2 Special Edition is expected to be available mid-November for a suggested retail price of $349 (US).


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