In the last 15 minutes of the Apple Tuesday event, U2 began blasting in the auditorium, but it turned out to be more than just an impromptu concert -- it was pure hype for U2's newest album, "Songs of Innocence."
"How do we get it to as many people as possible? Because that's what we're all about," Bono asked of Apple chief Tim Cook. "I think you can help us."
"If you make it free," Cook countered. And in one fell swoop, Apple agreed to distribute the album to around 500 million iTunes users until mid-October, according to BusinessWeek. Cook called the giveaway "the biggest release in the history of music," but it's not the first time both Apple and U2 have partnered together -- both created a custom iPod, according to the Wall Street Journal.