BlackBerry manufacturers Research in Motion (RIM) is to sponsor U2's forthcoming 360 world tour in promotion of their new album No Line on the Horizon, bringing an end to the band’s relationship with iPhone manufacturers Apple.
Prior to the announcement of the deal with RIM, U2 appeared to have established a lasting relationship with Apple.
The band had appeared in iPod commercials and even sanctioned the creation of a special limited-edition iPod that was pre-loaded with all their albums and featured U2 branding.
Band manager Paul McGuinness said: “The tour announcement marks the first stage of a relationship and shared vision between RIM and U2 that we expect will lead to new and innovative ways to enhance the mobile music experience on the BlackBerry platform for U2 fans.
“We look forward to sharing more details as the relationship unfolds."
RIM’s move suggests that the company is now increasingly targeting younger consumers as a new market for their smartphones.
Previously, BlackBerries high price points meant that they were the principally the handset of choice for business users only.
Was this article helpful?