By Shannon Carlin
During a presentation at Cannes, Bono got onstage, sat next to Apple designer Jony Ive, and started to bash Apple’s choice to keep their support for (Red) on the down-low.
Apple was one of earliest supporters of (Red), which looks to stop the spread of AIDS and HIV, launching a branded product program where tech fans could buy devices and give a little money to the charity.
But, according to AdWeek, Bono told the crowd that Apple has always downplayed its involvement, something the U2 frontman says began with Steve Jobs refusing to put the nonprofit’s signature parentheses on any Apple products or in any Apple stores.
“One of the reasons it’s such a credit to have Jony Ive on the stage is because Apple is so f—ing annoyingly quiet about the fact they’ve raised $75 million,” Bono told the crowd. “Nobody knows!”
Bono then reportedly pulled out an official (Red) iPad cover and removed the device to show the audience that the logo was inside the cover and therefore always obscured by the tablet.
“Where’s the (Red) branding?” he questioned. “Nobody can see that. This is modesty run amok. This is the Apple way. They’re like a religious cult.”
Bono made an urgent plea to the audience filled with heads of business agencies and brands that he was there to ask for help in fueling the research and distributing the medicines needed to protect HIV-positive parents from passing the virus along to their unborn children through brand partnerships.
With their help, Bono said they could create an AIDS-free generation as early as 2015, but as of late the effort had been halted by sluggish fundraising.
“The idea that we might get close to an AIDS-free generation, and then not get there, and for what? Because the heat isn’t on the issue,” Bono told the crowd. “You’re about heat. You’re a sort of thermostat for the world.”
U2 is currently working on a follow-up to their 2009 album, No Line on the Horizon, slated to be released before the end of this year.