Bono, talking about Apple, once explained that not all corporate sponsorships were deals with the devil. “The ‘devil’ here is a bunch of creative minds, more creative than a lot of people in rock bands. The lead singer is Steve Jobs. These men have helped design the most beautiful art object in music culture since the electric guitar. That’s the iPod.”
If you want to learn more about history of Apple, and about how the music business has been re-invented at the beginning of new millennium check the chapter titled “Music Man” from the Walter Isaacson’s book Steve Jobs.