Last week he decided to grace the Cannes Advertising Festival with his dulcet mind. There, he encouraged the addled adland attendees to support his (Product) Red brand, a non-profit created to fight AIDS.
Once upon a time, you'd see this brand in your local Gap. These days, though, it's largely forgotten.
Bono's not happy about this. And he's especially not happy about Apple's role in not promoting the idea more publicly.
With Jony Ive sitting on stage at his side, Bono made some pointed comments about Apple not crowing about the fact it raised $75 million for the cause.
He was annoyed that Steve Jobs didn't like the parentheses around the word "Product." He wouldn't allow those parentheses to be seen in Apple stores. (Well, parentheses can be very confining.)
As Adweek reports, Bono puts Apple's behavior down to it being "like a religious cult."
It might strike some as odd that a man who wanders around the world offering a fair degree of righteousness, bordering on sanctimoniousness, compares someone else to a religious cult.
Still, it's a criticism that's been tossed at Apple before. The notion that it looks upon itself as a belief system, rather than a corporate one, is not so hard to embrace.