Parvati Magazine October 2014- Equilibrium | Page 30

BUSINESS

IS APPLE STARTING TO ROT?

O

n September 3rd, music promoter Stephen Browne posted on his twitter feed a
blurred photo of U2 in Dublin suggesting that Apple might be planning to somehow
involve U2 in the upcoming launch of the iPhone 6. Rumors were that the new U2 album
would be preloaded on the new IPhone. This rumour added to the excitement of the
highly anticipated Apple media event.
Like many eager uber-geeks, I watched the Cupertino Apple media event where Apple
announced the iPhone 6 and 6 Plus, the Apple Watch, Apple Pay and free downloads of
U2’s new record.
Apple announced that the record was free. In fact it turned out it cost Apple $100 million
for this marketing campaign.
For the past 20+ years, U2 and Apple have been among my favourite companies. Both
brands are creative geniuses. Both brands strive to innovate, and always manage to stay