The Guardian has an excerpt from Bono’s memoir, and the excerpt includes a bit on the time Apple and U2 added the band’s newest album to everyone’s iTunes music libraries:
If just getting our music to people who like our music was the idea, that was a good idea. But if the idea was getting our music to people who might not have had a remote interest in our music, maybe there might be some pushback. But what was the worst that could happen? It would be like junk mail. Wouldn’t it? Like taking our bottle of milk and leaving it on the doorstep of every house in the neighbourhood.
Not. Quite. True.
On 9 September 2014, we didn’t just put our bottle of milk at the door but in every fridge in every house in town. In some cases we poured it on to the good people’s cornflakes. And some people like to pour their own milk. And others are lactose intolerant.
I take full responsibility. Not Guy O, not Edge, not Adam, not Larry, not Tim Cook, not Eddy Cue. I’d thought if we could just put our music within reach of people, they might choose to reach out toward it. Not quite. As one social media wisecracker put it, “Woke up this morning to find Bono in my kitchen, drinking my coffee, wearing my dressing gown, reading my paper.” Or, less kind, “The free U2 album is overpriced.” Mea culpa.
For all the custard pies it brought Apple – who swiftly provided a way to delete the album – Tim Cook never blinked. “You talked us into an experiment,” he said. “We ran with it. It may not have worked, but we have to experiment, because the music business in its present form is not working for everyone.”