(RED) says Bono was just joking about Apple’s ‘modesty run amok’

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Earlier this week, Bono blasted Apple for “modesty run amok” in regards to the company’s charity work.

Claiming that Apple was like a secretive cult, he said that Apple didn’t do enough to broadcast its work for the Global Fund as part of Product (RED). Apple has raised $75 million for the charity since 2006.

Bono’s tongue was obviously in cheek, but (RED) has now released a statement, clarifying that Bono was expressing “faux outrage” and he was just making a joke.

In their statement, (RED) says:

Bono has been one of Apple’s biggest supporters, pushing back publicly on those who have made negative assumptions about the company’s charitable work, simply because they don’t shout it from the rooftops. That modesty is their right, and in many ways admirable.

They then went on to thank Apple, Steve Jobs, Tim Cook and Ive for the “the game-changing impact they have made for (RED) and the fight against this disease.”

As we said at the time of Bono’s original comment, even though he was joking, Apple’s uncharacteristic modesty about its work fighting AIDS might actually be a problem. When the rest of the tech world is taking its cues from Cupertino, is it really right for Apple to be modest about making such a big difference in the world, when they could be inspiring other companies instead?

  • Andy Shorrock

    “faux outrage” and he was just making a joke – Ah, bless you (RED) for that one, I shall use it every time in future when my mouth is 5 seconds in front of my brain :)

    • melci

      You’ve been suckered in by the media trying to make outrage out of anything. See comment above.

  • digitaldumdum

    “(RED) says Bono was just joking about Apple’s ‘modesty run amok’”

    Riiiiiiight.

    • melci

      Umm, Jony Ive from Apple was on-stage with Bono when he made his joke and laughed along with the audience.

      • digitaldumdum

        Then why the headline and story in the first place?! Those of us who weren’t there (and that’s most of the world), wouldn’t have a •clue• what happened on stage. That’s the purpose of journalism: describe the events accurately and without bias. Headlines taken out of context, misspellings, knee-jerk reporting on rumors… these do not serve anyone.

        Cult just needs to stop reporting on this stuff unless it has some basis in fact. Anyway, that seems to make more sense to me.

      • melci

        Many media outlets picked up this non-story. Must be a slow news day (so much for Google I/O setting the world on fire)

        At least CoM had the chops to print a retraction.

      • http://nanchatte.wordpress.com Graxxor Anandro Vidhelssen

        Dude, it’s called a “clickbait” headline. How else can a rag like this fund their work considering us tightwads won’t pay them a yen.

About the author

John BrownleeJohn Brownlee is a Contributing Editor. He has also written for Wired, Playboy, Boing Boing, Popular Mechanics, VentureBeat, and Gizmodo. He lives in Boston with his wife and two parakeets. You can follow him here on Twitter.

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