I’m finding the alliance of Apple and U2 stranger by the day, and the uproar against the free album more understandable.
Apple has always defined themselves by difference, they are ‘different’, their users are ‘different’, how true this really is? Who knows, but Apple has always pitched what their users can create, Garageband, iMovie, even the old rip,mix,burn was about the user choice of music, not the Apple choice.
The U2 free album is not about being different, it’s about Apple deciding the hive mind of Apple users will enjoy the latest wailings by Bono and the crew, the Apple HQ enjoys it, and so should you.
There is a 1984 style undertone to the U2 giveaway, the tastes and opinions of the user doesn’t really matter, Apple says you like the iPhone, Apple says you like U2, Apple says you like a watch that looks a certain way. Of course, the main differences here is the iPhone was a choice, the Apple Watch is choice, the album was not.
It’s a pretty big marketing fuck up by Apple, more obvious by the fact that Apple don’t make marketing mistakes, I can’t think of another one anyway.
It may also have helped if the album itself was a little less… meh.