U2 Release Surprise New Album During iPhone 6 Reveal

u2

How do you release your new album which has been in the works for what feels like forever?

Simple. Use one of the most publicized electronics reveal events to your benefit.

Today, was a big day for fans of Apple with the announcement that the company will be releasing the iPhone 6 (and iPhone 6 Plus), the iWatch and Apple Pay, but what might be cooler than all those electronics is the fact that U2 decided to drop their new album right after the live event.

We should also note that U2 performed the first single off  the new record, “The Miracle (of Joey Ramone)” during the “iPhone 6 Reveal.”

The new album is titled Songs of Innocence and is currently up on iTunes, but the best part of it all is the fact that the band are currently giving the album away for free.

Songs will be available through Apple, and Apple along until Oct. 13. After that, we’re assuming other retailers will be selling the record.

After the announcement was made, Billboard managed to get a few words with frontman Bono about the surprise release.

“We wanted to make a very personal album. Let’s try to figure out why we wanted to be in a band, the relationships around the band, our friendships, our lovers, our family. The whole album is first journeys — first journeys geographically, spiritually, sexually. And that’s hard. But we went there.”

Songs of Innocence is U2’s first new album since 2009’s No Line on the Horizon and was recorded with a slew of people including Danger Mouse and OneRepublic’s head honcho, Ryan Tedder.