Saturday, October 8, 2011 6:25am ET by  
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Bono talks about U2's relationship with Apple and Steve Jobs

U2's frontman, Bono, spoke to Rolling Stone about Steve Jobs, who passed away on October 5.

Earlier in the week, the iconic singer said that Jobs was the "hardware/software Elvis".

He enforced this point by saying that the man who worked for Apple and Pixar changed music and film:

"This dude, my friend, and I'm proud to say, my colleague – he changed music, he changed film, he changed the personal computer. It's a wonderful encouragement to people who want to think differently, that's where artists connect with him. The picture of Einstein with his tongue sticking out, that's actually the very heart of the brand, and that's the punk rock piece, the attitude, and the anarchic mind that dreamt up the 21st century".

Jobs hoped that with iTunes, artists would have greater presence, Bono explains, and that is why they appeared in an ad for the iPod:

"Steve was trying to sort out one of the fundamental questions of the age: is there any value to a musician's work? He thought that with iTunes, he could make it easier for people who wanted to respect intellectual copyright. So we had the idea to offer "Vertigo" for an iPod commercial, and we went out to see Steve at his house in Palo Alto and he was like, "What? You guys want to give me a song for a commercial? Wow, that's great, that's amazing." Then we said we wanted to be in the commercial, and he said "Maybe, yeah, I don't see why not""

With this collaboration, the first black iPod, better know as the U2 iPod, came into being:

"Then we said we don't want to be paid, but we'd like a U2 iPod, a black one. His first response was, "That doesn't work at all. iPods are white!" But it turned out lots of people wanted them – and not because of U2. Because they were red and black!"

Check out the ad that U2 did for the iPod and their live performance of 'I Will Follow' from Glastonbury 2011: