Monday, September 9 will mark ten years since Apple announced the iPhone 6 and 6 Plus, as well as the Apple Watch.
That’s all fine and good, but the real news of the day was free music from U2:
Apple, Universal Music Group and legendary rock band U2 today announced the release of the album “Songs of Innocence,” which Apple is gifting to iTunes Store customers around the world, making it the largest album release ever with over half a billion copies distributed. The album features 11 new songs from the band and charts their earliest influences from 70s rock and punk rock to early 80s electronica and soul. The album is free for iTunes Store account holders in 119 countries and is available exclusively on iTunes for the next five weeks.
“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. If only songwriting was that easy,” said U2 lead singer Bono. “It’s exciting and humbling to think that people who don’t know U2 or listen to rock music for that matter might check us out. Working with Apple is always a blast. They only want to do things that haven’t been done before—that’s a thrill to be part of.”
“U2 has been an important part of Apple’s history in music and we’re thrilled to make ‘Songs of Innocence’ the largest album release ever,” said Eddy Cue, Apple’s senior vice president of Internet Software and Services. “We get to share our love of music today by gifting this great new album to over half a billion iTunes customers around the world.”
The 11-track album started appearing in people’s iTunes accounts and the shit hit the fan. Users flooded social media, surprised to see new music in their accounts. Some feared they had been hacked, while others were simply annoyed.
A week later, Apple started walking the whole thing back, as Chris Welch reported at the time:
To put it lightly, Apple’s “gift” of a free U2 album hasn’t been warmly received by everyone. And it seems the company has heard the chorus of complaints loud and clear. As of today, Apple’s offering an easy way to permanently erase Songs of Innocence with a single click. Doing so immediately removes U2’s latest album from your iTunes music library and iTunes purchase history. Apple has even set up a support website to guide people through the process.
Note that erasing the album means it will no longer show up in your “purchases” tab. So if you want to re-download it for another listen, you’ll need to go through the regular album purchase process again. Songs of Innocence will remain free until October 13th; after that, Apple’s window of exclusivity closes and you’ll need to pay for it should you regret the decision to delete Bono’s hard work. The fact that Apple had to go this far and publish a removal tool almost puts U2’s new album on the same footing as malware or aggressive antivirus software, but at least the complaining should end.
Here’s a bit from that now-retired support article:
Learn how to remove the iTunes gift album “Songs of Innocence” from your iTunes music library and purchases.
Follow these instructions to remove U2’s “Songs of Innocence” from your iTunes music library and iTunes purchases. Once the album has been removed from your account, it will no longer be available for you to redownload as a previous purchase. If you later decide you want the album, you will need to get it again. The album is free to everyone until October 13, 2014, and will be available for purchase after that date.
Despite this document, the album haunted some people for years.
In 2022, Bono apologized for the entire thing. Here’s a bit from his memoir, via The Guardian:
“Free music?” asked Tim Cook, the CEO of Apple, with a look of mild incredulity. “Are you talking about free music?”
Ten years had gone by since the Vertigo ads; we were in his office in Cupertino, California – Guy Oseary, our new manager, me, [Apple executives] Eddy Cue and Phil Schiller – and we’d just played the team some of our new Songs of Innocence album.
“You want to give this music away free? But the whole point of what we’re trying to do at Apple is to not give away music free. The point is to make sure musicians get paid.”
“No,” I said, “I don’t think we give it away free. I think you pay us for it, and then you give it away free, as a gift to people. Wouldn’t that be wonderful?”
Tim Cook raised an eyebrow. “You mean we pay for the album and then just distribute it?”
I said, “Yeah, like when Netflix buys the movie and gives it away to subscribers.”
Tim looked at me as if I was explaining the alphabet to an English professor. “But we’re not a subscription organisation.”
“Not yet,” I said. “Let ours be the first.”
Tim was not convinced. “There’s something not right about giving your art away for free,” he said. “And this is just to people who like U2?”
“Well,” I replied, “I think we should give it away to everybody. I mean, it’s their choice whether they want to listen to it.”
See what just happened? You might call it vaunting ambition. Or vaulting. Critics might accuse me of overreach. It is.
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.
I hope he also took responsibility for … whatever this was:
