Bono Recounts Fight With Steve Jobs Over (Product) RED Branding, Urges Apple to Do More

Discussion in 'Politics, Religion, Social Issues' started by MacRumors, Jun 23, 2014.

  1. MacRumors, Jun 23, 2014
    Last edited by a moderator: Jun 23, 2014

    MacRumors macrumors bot


    Apr 12, 2001

    Over the weekend, Apple's chief designer Jony Ive and musician Bono attended the Cannes Lions International Festival of Creativity, where Bono was honored with the LionHeart Award for his work with the (Product) RED campaign to raise money for the fight against AIDS.

    Ive during his interview at the Cannes Lions Festival
    During their appearance, Ive and Bono sat down for a 45 minute interview. While the entirety of the interview has not yet been shared, Cannes has posted a short highlights reel, with the first two minutes of the video featuring Bono. In the spot, Bono describes working with Steve Jobs on (Product) RED, recounting a particular conversation with Jobs over the parentheses that are part of the (Product) RED name logo.

    Jobs initially wanted to forgo the parentheses to keep anything from "interfering with the logo", but after a disagreement with Bono and some time to sleep on it, he conceded to the parentheses but never in Apple Stores.

    As described by Adweek, though Ive and Bono are old friends and Apple has worked with (RED) for many years, Bono went on to complain on stage about Apple's quiet involvement in the project and the company's reluctance to put (RED) branding on products.
    Ive seemed unfazed by Bono's slights, noting that Apple and Product (RED) have a strong alliance. "We started in 2006 with one (RED) product, a nano, and now we've got well over half a dozen. It's been really, really special for us."

    Over the course of Apple's partnership with (RED), the company has released (RED) iPod nanos and shuffles, iPad Smart Covers, iPhone Bumpers, and iPhone 5s cases, with a portion of each sale going directly to the charity.

    Last year, Ive even teamed up with designed Marc Newson to create multiple one-of-a-kind products that were auctioned off by Sotheby's, with proceeds going to (RED). A range of items including solid gold EarPods and a red Mac Pro were auctioned, bringing in nearly $13 million.

    To date, Apple has raised approximately $70 million for (Product) RED, with 100 percent of that money going towards HIV/AIDS programs in Africa. The full interview may be shared by Cannes in the future, but in the meantime, a slideshow created on Storify gives the highlights of the event.

    Note: Due to the political nature of the discussion regarding this topic, the discussion thread is located in our Politics, Religion, Social Issues forum. All forum members and site visitors are welcome to read and follow the thread, but posting is limited to forum members with at least 100 posts.

    Article Link: Bono Recounts Fight With Steve Jobs Over (Product) RED Branding, Urges Apple to Do More
  2. Zoboomafoo macrumors 6502

    May 22, 2002
  3. chirpie macrumors 6502a


    Jul 23, 2010
    Paul is always good for a quote, of that you can be certain. :)
  4. theBostonian Suspended

    Apr 15, 2012
    Bono, of course, would know all about cults, especially cults of personality.
  5. LeoNobilis macrumors regular


    Apr 24, 2006
    The Netherlands
  6. kukheart macrumors regular


    Aug 22, 2003
    Tell Bono to shut up and put out the album already, waiting over 5 years since the last one.
  7. JoEw macrumors 68000


    Nov 29, 2009
    Considering Apple has raised the most money for product red, I don't think he should be complaining.
  8. slineaudi macrumors member

    Oct 12, 2009
    "To date, Apple has raised approximately $70 million for (Product) RED, with 100 percent of that money going towards HIV/AIDS programs in Africa." Stop bitching about the logo, Bono.
  9. chirpie macrumors 6502a


    Jul 23, 2010
    When I encounter people who like to trash others at their leisure, I usually demand more than a hit and run from them.

    Care to expound on what makes him an idiot?
  10. unplugme71 macrumors 68030

    May 20, 2011
    Quit bitching. Apple is doing a lot as it is to contribute.

    I personally would not have bought my red cases if it had the (RED). Knowing that Apple donated 10% was enough for me to feel I did something to help.
  11. chirpie macrumors 6502a


    Jul 23, 2010
    It's an awareness issue. Not to say Bono is right in trying to undo a Company's manifesto on design, but if Bono was a wallflower on this (or anything else he might endeavor in) he wouldn't be as effective.
  12. nwcs macrumors 68000


    Sep 21, 2009
    What I'm curious to know is how effective Project RED is. I've looked and I can't find a lot of measures to show good or bad. Case studies and worksheets and surveys on their site are nice but can easily not show the full picture. And they have been criticized in the past for not having much impact for the dollars donated.
  13. ryansimmons323 macrumors regular

    Oct 5, 2011
    United Kingdom
    You get the guy out to represent the organisation that has given you the most money in donations and then you insult him/them over a logo?

    I should think Bono would be the first to point out that it's the donations that matter, not branding.
  14. chirpie macrumors 6502a


    Jul 23, 2010
    A bit of a hypocritical stance for a great many Apple fans as well though.
  15. captain cadet macrumors 6502

    Sep 2, 2012
    Sometimes these powerful people act worse than Kids fighting over a logo....
  16. chirpie macrumors 6502a


    Jul 23, 2010
    Charity needs marketing just as much as any other business. (And with that, I'll drop out for a bit. I'm dangerously close to thread crapping.)
  17. keysofanxiety macrumors G3


    Nov 23, 2011
    Awfully moving video. Sometimes it's good to be reminded just how lucky you are; helps take a step back and see the bigger picture. (And ignore the lack of Mac Mini updates).
  18. usarioclave macrumors 65816

    Sep 26, 2003
    It's important enough for Bono to argue about it, and it was important enough for Jobs to not put it there.

    People disagree, but it's always unseemly to argue with the dead.
  19. numlock macrumors 68000

    Mar 13, 2006
    ipods and some cases seems rather underwhelming but more than anything however.

    how actually does it work. is there a set % or all profit or that gets donated to red from apple sales?
  20. ryansimmons323, Jun 23, 2014
    Last edited: Jun 23, 2014

    ryansimmons323 macrumors regular

    Oct 5, 2011
    United Kingdom
    Sure, branding is important to any organisation to help convey the message you want to deliver, however I still think it's a bit rude of Bono to complain about branding when Apple's given a significant amount of money.

    Once someone's purchased the product I don't think they need anything else to remind them that they own a Product RED device. The branding on packaging and advertising is sufficient as it is in my opinion.
  21. theBostonian Suspended

    Apr 15, 2012
    I don't think it's hypocritical per se, although it may have been back in the Steve Jobs days but I never really admired him as a person, more for his ingenuity.

    Would you say Mr Cook has a "following" amongst Apple fans? I personally don't, he's not as charismatic in the way that Jobs was.
  22. jbyun04 macrumors 6502a


    Aug 31, 2008
    Anytime I've bought a (RED) product, I've always been fully aware of what it is. I don't need a logo on the front to tell me.
  23. macduke macrumors G3


    Jun 27, 2007
    Central U.S.
    What Bono doesn't realize is that Apple users generally don't like huge logos splashed all over their products. Having that logo prominently placed on their device or accessory would result in lower sales, not higher. I have the red iPad Smart Case (which I love) and I know I wouldn't have purchased it with a giant logo.
  24. technopimp macrumors 6502a

    Aug 12, 2009
    To be fair, I've always through the () were stupid looking and I didn't get the point in the logo.

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