In big surprise at its fall in 2014, Apple presented free copy of U2 'Songs of Innocence to everyone with iTunes account — whether they wanted it or not. This was the presentation where Tim Cook and other Apple executives unveiled iPhone 6 and also made the first announcement of Apple Watch. rumor had the album coming pre-loaded on iPhone, much as U2 edition iPods from earlier had included coupon to purchase U2's digital box set.. Bono was one of the major musicians to endorse the idea of iTunes Music Store, therefore giving it legitimacy at time when Store was still considered big risk. Parent company Research Motion agreed to U2's tour that year, Bono in way that Apple had not.. ago, we began collaboration with one of the best bands of all time, and that band is U2, on stage, near the end of that day's keynote.. The maneuver, cost Apple around $100 million, at the time... And couple of years later, the company completely upended the model of its business, with the launch of Apple Music.. But it was, Tim Cook's first years as at the helm, moment of Apple misreading the mood of its audience.. Keep up with AppleInsider by downloading AppleInsider for iOS, and follow us on YouTube, Twitter and Facebook for live, late-breaking coverage.
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