It might have been the biggest technology launch event in years, but Bono and U2 were more than just a closing musical act when they took the stage at the conclusion of Apple's much-hyped keynote in Cupertino, California yesterday.
After unveiling two new iPhones, an entirely new smartwatch and a new mobile payments system, chief executive Tim Cook had one more surprise up his sleeve, introducing the Irish rock icons for the traditional closing musical number, although their appearance had been heavily rumoured.
The 2,400-strong crowd, already in jubilant form after the two-hour parade of new technology, were treated to the debut performance of new track The Miracle (of Joey Ramone).
Returning to the stage, Mr Cook shared some repartee with Bono before he announced the name of their new album, Songs of Innocence, a release even more long-awaited than the Apple Watch.
In a groundbreaking move, the pair revealed that the album would be available immediately for free to all customers of Apple’s iTunes music service, some half a billion people, and would remain exclusive to the download service until mid-October.
Mr Cook suggested the move set a record as the widest ever release of an album, while Bono was enthusiastic about the giveaway of Songs of Innocence.
‘Most personal album’
“From the very beginning U2 have always wanted our music to reach as many people as possible, the clue is in our name I suppose-so today is kind of mind-blowing to us. The most personal album we’ve written could be shared with half a billion people ... by hitting send,” said Bono about the unorthodox release.
While the surprise release capped the event, it was mere icing on an exceptionally busy day of new releases from Apple. Taking place in the same venue where founder Steve Jobs released the original Macintosh computer 30 years ago, the company had invited an unprecedented number of guests and journalists from around the world to attend.
Among the guests was British actor, wit and technology enthusiast Stephen Fry, who was predictably enthusiastic.
"It was the most exciting Apple event since the launch of the iPhone in 2010," he told The Irish Times. "This watch is just extraordinary. I've seen many smartwatches that have come out, but nothing like this, this is absolutely groundbreaking … It's a whole new chapter as Tim Cook said."
