AdWeek:

In an odd bit of on-stage irony, Bono gave broad praise to an audience of strangers and reserved his most pointed criticism for the old friend seated nearby: Apple design guru Jony Ive.

“One of the reasons it’s such a credit to have Jony Ive on the stage,” Bono told panel moderator and Vice CEO Shane Smith, “is because Apple is so fucking annoyingly quiet about the fact they’ve raised $75 million. Nobody knows!”

Bono went so far as to stand up, pull out an official (Red) iPad cover and remove the device, illustrating to the audience that the only actual nod to the nonprofit was inside the cover and therefore always obscured by the tablet.

“Where’s the (Red) branding?” he asked Ive. “Nobody can see that. This is modesty run amok. This is the Apple way. They’re like a religious cult.”

Great to see Bono calling Apple out on their “understated” approach to this issue. But you’ll see that change within six months.