March 10, 2009 by Matt Thomas
Remember a couple of years ago when Apple made such a big deal about the band, U2’ s association with the iPod? Remember the shiny, black device that came with the band’s signatures on the back and their latest album loaded onto it? It seemed like a marriage made in heaven, didn’t it? Well, unfortunately I have to break the news that the association between the self proclaimed ‘world’s biggest band’ and the world’s biggest mobile device has ended in divorce and, even worse, there’s another device in the picture.
Even more galling for Apple, that other device is the iPod’s biggest rival, RIM’s Blackberry. U2 have signed a sponsorship deal with RIM which entitles the manufacturer to sponsorship of the band’s latest tour to promote their ‘No Line on the Horizon,’ album as well as other, as yet undisclosed, tie-ins. The move is intended as a much needed shot in the arm for the Blackberry, which has faltered recently amongst reports of faults with their last two flagship devices and struggling sales figures in comparison to market leader, the iPhone.
Here’s what U2 manager, Paul McGuinnes had to say for himself…
“This tour announcement marks the first stage of a relationship and shared vision between RIM and U2 that we expect will lead to new and innovative ways to enhance the mobile music experience on the BlackBerry platform for U2 fans,”
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