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Bono admits 2014 iTunes debacle “went too far” after costing Apple $100,000,000
Bono has said he went too far with U2’s 2014 decision to give every iTunes user a free copy of *Songs of Innocence*. The unsolicited album upset users, some of whom initially struggled to remove it, and Bono has now acknowledged that the idea was his and that he was responsible.
In an interview with the New York Times, Bono said the stunt was “all on me” and agreed it caused reputational damage. Apple reportedly spent $100 million addressing the fallout, while U2’s The Edge described taking risks and failing as part of the band’s work. U2 are preparing to release *Carnaval de Luz* on 13 November and have announced South American dates for their next world tour.
In short
- Bono says U2’s iTunes album giveaway went too far.
- He says the idea was his responsibility.
- Apple reportedly spent $100 million on the fallout.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
The giveaway was an ambitious attempt to bring a new U2 album to a vast audience and make music freely available, reflecting the band’s willingness to experiment and Apple’s ability to distribute it at scale. Supporters could argue that taking creative risks sometimes means misjudging the response, and that Bono’s acceptance of responsibility is a fair recognition of the mistake.
The case against
Giving the album to every iTunes user without asking disregarded people’s control over their own libraries and left some struggling to remove unwanted music. Critics could reasonably see the scale and cost of the promotion as evidence that a bold marketing idea did not justify imposing it on users or the reputational damage that followed.
Explained simply
U2 are an Irish rock band whose singer is Bono. In 2014, the band released Songs of Innocence through Apple’s iTunes service, which at the time let users buy and download music. Apple automatically added the album to users’ music libraries at no charge.
The release was part of a promotional deal between U2 and Apple, then one of the world’s largest technology companies. Because users had not chosen to add the album, some objected, and removing it was not straightforward for everyone. The episode became a prominent example of how a promotion can reach a huge audience while giving people little control over what appears in their accounts.