Steve Jobs and U2 ate quiche and drank green tea as they thrashed out a deal that marked the end of the band's refusal to do commercials
in its commercials. Bono recalls in his memoir that the Edge, U2's lead guitarist, told Jobs:"Maybe it's time to shift the emphasis to artists as well as fans. Don't you think we'd look quite good in relief?"
Bono recalled:"Steve explained that he was flattered, but didn't have the kind of budget that a band like ours would expect." He told Jobs:"We don't want cash. We just want to be in the iPod commercial.", but Jobs refused. Even though they lost the stock argument, the band managed to negotiate a deal with the Apple CEO.
As part of the deal, Apple produced a special-edition U2-branded iPod and offered the band's single"Vertigo"