updated 02:57 pm EDT, Mon June 23, 2014
Bono says current Apple products still hide RED logo
U2 frontman/(Product) RED creator Bono squared off with former Apple CEO Steve Jobs about RED branding, a Cannes interview (below) reveals. Some proceeds from RED-branded products go toward the Global Fund, a charity that combats AIDS, malaria, and tuberculosis, particularly in Africa. Bono notes however that when Apple was first entering the program, Jobs wanted to remove the parentheses to stop anything from "interfering with the logo." After some time to sleep on the idea, Jobs partially conceded, but still blocked parentheses from being used in Apple Stores.
Bono says that he is still bothered by Apple's relatively quiet participation in RED. Although Apple is the program's biggest individual contributor, very few of its products qualify; these include just a handful of iPhone and iPad cases and some iPod models. During the interview, Bono pulled out an iPad with a RED case and removed the accessory. "Where's the RED branding?" he asked Apple's lead designer, Jonathan Ive, who joined him for the discussion. "Nobody can see that. This is modesty run amok. This is the Apple way. They're like a religious cult."
Ive defended Apple's involvement. "We started in 2006 with one RED product, a Nano, and now we've got well over half a dozen," he said. "It's been really, really special for us."
Bono says he's looking to secure more RED partners, which he hopes will be more willing to promote the initiative. At Cannes Bono and RED staff passed around glasses in an effort to collect business cards, and Bono even solicited ideas from the crowd.