Some more good observations on the central human rights struggle of the modern era (← JOKE):
It’s that my various document libraries, and especially my iTunes library, are sacred. You DO NOT touch them. If I entrust them to your cloud service, you double-triple especially DO NOT touch them.
The notion that Macs, iPhones, and iPads are personalized devices runs deep in Apple’s history and remains a powerful marketing message.
So, many of the people who complained about the U2 album suddenly appearing in their “Purchased” list weren’t outraged by a petty act of gifting an album that they may or may not like. They were instead annoyed, and perhaps a little scared by the implication that Apple doesn’t respect the boundaries that separate “customer stuff” from “Apple stuff.”
The right way for Apple to do a big U2 promotional deal like this would have been to simply make the album free on the iTunes Store for a while and promote the hell out of that.
Instead, Apple set everyone’s account to have “purchased” this album, which auto-downloaded it to all of their devices, possibly filling up the stingy base-level storage that Apple still hasn’t raised and exacerbates by iOS’ poor and confusing storage-management facilities. And when people see a random album they didn’t buy suddenly showing up in their “purchases” and library, it makes them wonder where it came from, why it’s there, whether they were charged for it, and whether they were hacked or had their credit card stolen.
Apple wants people to believe their device is a reflection of who they are. That’s why the U2 brouhaha was such a screwup.