Previous Apple events have featured Bono talking to the audience by videoconference, but the Silicon Valley crowd was clearly wowed when he and The Edge walked out to the front of the stage and chatted amiably with the audience about music and technology.
"I think it is amazing that the recording industry didnt crack the piracy problem," Bono said. "It had to be a technology company," added The Edge, who was identified by Bono as U2s technologist. "That means Im the guy to go to when a printer isnt working," The Edge responded. The two performed two acoustic tracks from their new album, one of which is called "Original of the Species" and features The Edge on piano.
Bono and The Edge were on hand because Apple is introducing another 20GB version of the iPod, called the U2 iPod, and a new form of online music distribution, beginning with a U2 anthology. The new color iPod is a separate offering.
The 20GB U2 iPod—the only special edition iPod from Apple—has black casing with a red scroll wheel and features laser engraved signatures from the band members on the back. It will be available for $349 in mid-November, just before the new U2 album appears.
Apple is also releasing online a set of over 400 U2 tracks called "The Complete U2." It includes the new album and 25 rare recordings from the band. It will go on sale November 23rd, and you can download the entire package with a single click. Its what Jobs refers to as a new spin on "the box set." "It would take over 30 CDs to release this in a box set," he said, "and, yes, broadband is required." Customers who buy the new U2 iPod can get the $149 anthology for $50 off.
The new color iPod is dubbed iPod Photo, and is shipping now. Jobs showed a slide of one of the new Portable Media Center devices (Creatives) and said that Apple had considered doing a portable video player, too, but "these new products are wrong, and we dont think video is where it needs to be."
He said that the new were too large to tote around comfortably and too heavy. He also cited the fact that there are no copyright issues with photos. "We think photos are what to go with, and everybody is archiving digital photo libraries," Jobs said.
The iPod Photo, billed as "25,000 photos in your pocket," comes in a 40GB version for $499 and a 60GB version for $599. It is about the same size—approximately one millimeter thicker—than the current 40GB iPod. It comes with cables you can attach to a TV, so that you can show individual photos or slideshows on a television.