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U2 begged Steve Jobs to pay them in Apple stock for starring in one of the company's commercials. But being the shrewd genius he was, Jobs not only convinced the rock stars to work for free, he also had them promote a special-edition U2 iPod, earning Apple millions
In 2004, Steve Jobs pulled off what might be one of the shrewdest deals in advertising history: getting global superstar band U2 to appear in an Apple commercial and launch a special edition iPod—all without spending a dime on talent fees. This remarkable negotiation showcases Jobs’ legendary business acumen and reveals how brand power can sometimes be worth more than immediate financial gain.
In 2004, Steve Jobs pulled off what might be one of the shrewdest deals in advertising history: getting global superstar band U2 to appear in an Apple commercial and launch a special edition iPod—all without spending a dime on talent fees. This included creating a special edition U2-branded iPod in black and red (breaking Apple’s all-white aesthetic at the time), releasing their single “Vertigo” exclusively through iTunes, and making U2’s entire catalog available as the first-ever digital box set on the platform. It showed how digital technology companies were becoming powerful enough to attract top musical talent without traditional compensation, foreshadowing today’s complex relationship between tech platforms and content creators.
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