Apple's relationship with U2 apparently did not stop with the concert at the launch of the Apple Watch and the release of U2's latest album, "Songs of Innocence," to every user of Apple's iTunes.
The next chapter in Apple's love-fest for U2 is the fact that U2's new music video, for "Song for Someone," is in virtual reality and is being shown off on an Apple-branded bus in London at the O2 Arena.
The clip was made by VR company Vrse, which was started by Chris Milk, however, it seems as though it's Apple that's helping get the new video out to the fans. That's pretty significant considering the fact that it shows off Apple's interest in VR, an area of tech that the company hasn't publicly explored very much so far.
"It was an amazing experience working with the people at Apple on this project," said Milk in an interview with Wired. "Jimmy Iovine [Apple Music head] is, of course, interested in music and innovation and has been a huge supporter of this project from the beginning — and was instrumental in making it come to fruition."
In fact, Apple has reportedly been working with Vrse for the U2 music video a few months before Apple Music was even launched. Of course, the company isn't commenting on what this means for its future in virtual reality, however, it does signify the company's interest in the tech.
The music video itself begins with the Apple logo and ends by telling users to listen to more U2 tracks using Apple Music. A lot of work was put into the development of the video, with Milk actually having been a music video director long before he started his VR company. He was known for working on a number of Kanye West's music videos in the "College Dropout" era.
The U2 bus will show itself at a number of the band's upcoming European tour dates, including the four upcoming Paris dates and the final two shows in Dublin.
Via: Wired
