Following on from its recent Songs of Innocence album giveaway, U2 is apparently working with Apple on a secret new project, according to a TIME article.
While the story doesn’t give too many specifics, it does note that the project relates to “a new digital music format [the band hopes] will prove so irresistibly exciting to music fans that it will tempt them again into buying music –whole albums as well as individual tracks.”
Although this sounds the kind of counterintuitive move that utterly goes against Apple’s most recent promotional music stunt (where it paid U2 and its record label a reported $100 million to put out its album for free), U2 notes that it’s thinking about more than just itself: