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Having gone through the agony of making hits, U2 wants to make sure its songs will be heard. Radio has been unfriendly to the band for years (its last Top 10 hit was 1997's Discotheque, which peaked at No. 10), so the group decided to cooperate with Apple on a customized black iPod and the now ubiquitous Vertigo silhouette ads, though they didn't do it solely for a payday. "A big car company once offered us $25 million for one of our songs," says Bono, "and we turned them down. No money changed hands in this deal. Downloading is the future, and we want to be King Canute. Let's get on the surfboard and ride the wave." As of last week, Vertigo had ruled the iTunes download chart for most of the past month. "We shall not go gently," says Bono.
U2 will start yet another world tour in March 2005, right after its members turn up for their presumed induction into the Rock and Roll Hall of Fame. None of them are particularly pleased to be reminded that they released their first record 25 years ago, as the hall requires for inductees, but Bono admits he can't wait to join his idols the Beatles and Bob Marley. Clayton and Mullen Jr., naturally, have a different take. "I suppose if people want to shower you with honors, the only reasonable thing to do is accept them," says Clayton. "But it does feel premature," says Mullen Jr. "We're trying to stay focused on the big prize." Someone has to.