U2 Latest: Edge Says Value of Apple Deal Exaggerated

Edge of U2 has spoken to Hot Press about the genesis of the idea to give away the band's new record Songs of Innocence via iTunes. And the U2 guitarist told Olaf Tyaransen that he was taken aback by the negative reaction to what was intended as a generous gesture.
"It took me a bit by surprise,” he explained. "I had certain reservations about the whole idea but it wasn't on that basis. My overall concern was: would it distract from the quality of the songs themselves?
“So the negativity was unexpected. Because I thought: 'This is an immensely generous proposition on our behalf, our record company's behalf and on Apple's behalf’. And it's a reward for people who, I think we can safely say, are paying for music, because they have an iTunes account. I thought of it as just a really nice thing to do.
"I guess, looking back, it does sort of come with the territory. We are, right now, one of the biggest bands in the world. We have been for a long time. People are going to take a pot-shot at somebody and it's more than likely gonna be us, so I guess I shouldn't have been so surprised. In the end, my guess is, just based on the feedback I've had from lots of people, that the vast majority of people are really appreciative of the free gift."
Some people have argued that it was essentially a money-making exercise, but this is refuted by Edge.
"All the figures that were thrown around, about what we got paid are, in fact, completely inaccurate. What they were doing was accumulating all the money involved in what Apple paid Universal Records for the privilege of giving away our album, plus what Apple were spending to film and produce the TV spot – and what they were spending on the TV networks to run the ad. People were so quick to come to conclusions, but what they weren't factoring in was that Apple were going to be spending the lion's share of that anyway, whether we were involved or not. They have a certain budget for their ad campaigns.
"The idea that we trousered $100 million… you just have to stop and think for a second realise how ridiculous that idea is."
That, indeed, is how it was presented in certain media.
"I know, but the problem right now is that perception is reality. With all due respect to the wonderful institution of journalism, right now a lot of journalists are underpaid, overworked and no-one fucking checks any facts anymore. They just shoot from the hip and once it's out there...”
Hot Press talks to Bono, Edge, Adam and Larry for our issue that hits the streets on Thursday, October 30