Apple Takes Action On Shocking Security Breach That Left Millions With A U2 Album

There's now an easy way to scrub the new U2 album out of your iTunes.

The big Apple keynote this year was plagued with technical issues, the debut of the Apple Watch wasn't as staggering as some had hoped and, in the final blow, people online began to get sort of upset that Apple had forced a new U2 album onto them. Songs of Innocence just showed up in everybody's iTunes cloud, whether you wanted it or not. Basically the new U2 album was taking the form of a restaurant flyer pushed under your door. 

It was a strange moment - nobody was really hurt by the new U2 album being in their cloud (I mean, not in an actionable way. Your cred could be very hurt if a cool person saw that you had the new U2 in your library), but a lot of people got up in arms about it. It felt like a rubicon-crossing moment, a step too far into an intrusive era of marketing. It's one thing to force us to pay attention to your product through constant, repeated advertising that is injected into all aspects of our lives, but to actually force your product upon us is... weird. We've ceded so much of our cultural and mental space to advertisements, choosing to allow ads to sell us things all day, every day, that when the product takes the extra step and just shows up unannounced we recoil. I'm trying to think of a real-world example of this - it's kind of like finding the record not in the mail but already on your shelf, or in your CD player. 

It's the flip side of the situation where Kindle was removing books from people's libraries - it's a sign that the things we own we don't really own. The digital stuff that exists is being lent to us, and it can be snatched away or force fed to us at any time. Songs of Innocence may be a good album, but by putting it in my cloud Apple has taken away my agency in seeking it out; they didn't even give me an opt-in for the record. I don't control what I own anymore.

But they have wised up and are now offering a removal tool that will scrub the record from your cloud - basically they've admitted this was a weird version of malware. You can have Songs of Innocence removed from your cloud by clicking here... but be aware you can't change your mind. Not that you should have to think twice about trashing a new U2 album. The only drawback is that you can't cleanse it REPEATEDLY.