U2 Releases First Studio Album in 5 Years at Apple iPhone 6 Event [Video]

Apple has found what it’s looking for: a partnership with U2 at its annual event.

In an unusual music deal, the famous band teamed up with the tech giant to release new material, U2’s first studio album in five years. The band announced the album, Songs of Innocence, Tuesday after performing “The Miracle (of Joey Ramone).”

Then, Apple CEO Tim Cook and Bono released it for free on iTunes, only for Apple until October 13.

The new album features 11 songs and it’s already available in 119 countries on iTunes, iTunes Radio and Beats Music (Apple officially completed the Beats acquisition last month). The Californian tech giant confirmed to reporters that U2 was paid, but details of the cooperation weren’t revealed. Bono the media, “I don’t believe in free music. Music is a sacrament.”

The Telegraph‘s Neil McCormic said about the novelty: “It is an album of big, colourful, attacking rock with fluid melodies, bright anthemic choruses and bold lyrical ideas. Perhaps the most surprising thing is that, despite apparently being created in a spirit of self-doubt, it sounds fresh and cohesive, bouncing out of the speakers with a youthful spring in its step.”

“Each track seems very defined in itself, opening with a trio of songs aimed directly at American radio (The Miracle, Every Breaking Wave and California (There Is No End To Love)), packed with chiming guitars, synth hooks and epic choruses. It sounds like U2 taking on such young stadium rock pretenders as Snow Patrol and The Killers, intent on beating them at the game U2 themselves invented,” McCormic added.

The company promoted the album with a colorful ad set to U2’s “The Miracle (of Joey Ramone).” The ad showed U2 changing colors and included a cameo from the late Joey Ramone.

“Music runs deep in Apple’s DNA; it runs through the core of all of our product,” Cook said. “iTunes has been at the center of that experience.”

“The partnership is a much better concept than the seemingly forced U2-emblazoned iPod in 2004, the same year Apple used U2’s “Vertigo” in a global TV ad (below) for the iPod. That promotion 10 years ago was paired with U2’s box set on iTunes,” Mashable believes.

At its annual event Apple unveiled its new products, including the 4.7-inch iPhone 6 and 5.5-inch iPhone 6 Plus, which will run on iOS 8. While leaked images and specs for the iPhone 6 have trickled out over the past several weeks, details about the Apple Watch (including the name) have largely remained a secret. Many believed the name would be iWatch.

The Watch, available in two sizes and in a variety of different styles, allows users to receive and send text messages, take calls and monitor your health and fitness throughout the day, all from your wrist.

The price starts at $349 and will launch early next year. It will also work with smartphones as far back as the iPhone 5.

“We’ve been working on Apple Watch for a long time,” Tim Cook told attendees at the company’s iPhone 6 launch event in Cupertino, California on Tuesday. “It’s the most personal device we’ve ever created.”

Apple Watch will also get a collection of apps include Starwood, Twitter, BMW and American Airlines. Developers can use the WatchKit platform to create programs for the device that take advantage of the larger battery and processing power in the iPhone.

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