Bono: Steve Jobs Is The "Dalai Lama Of Integration"

by , 4:00 PM EDT, October 16th, 2003

Steve Jobs brought out the big guns today at the press event in San Francisco promoting iTunes for Windows. The event was designed to hype the announcement of iTunes for Windows, a major publicity campaign being conducted with Pepsi, and a new partnership with AOL.

During the event, Steve Jobs said that there were several artists who wanted to be there in person, but couldn't because they were on tour. Fortunately, iSight and iChat AV were on hand for some video conferencing. "You gotta use a Mac for that," quipped Mr. Jobs, referencing the introduction of iTunes for Windows earlier.

First up was a chat with U2's Bono, who was in Dublin. When Bono's mug appeared on the screen, he said that he was very excited about bringing Apple bringing iTunes to Windows. In one of two brilliant quotables, Bono said "It's like the Pope of Software meeting with the Dalai Lama of Integration."

He then went on to say that he's been interested in iTunes and the legal downloading of music. Touching on Coca Cola's seminal ad campaign from the 1970s, Bono said, "I'd like to teach the world to iTunes." After the audience laughed, he apologized, saying "Sorry, wrong company." Earlier, Steve Jobs had unveiled a promotional campaign with Pepsi.

The biggest laughs came when Bono followed up those comments by saying, "That's why I'm here to kiss the corporate ass, and I don't kiss every corporate ass." The crowd laughed, and Bono then asked Mr. Jobs "How do you like 'the Dalai Lama of Integration?" Jobs paused and said very dryly, "Well, take care."

While the event may or may not have been orchestrated, it went over well in the audience of press professionals.

Steve Jobs also talked to Dr. Dre, who said he was in his Los Angeles studio working on a new album. Steve Jobs responded to that revelation by asking, "Great, when can we get it on the iTunes Music Store?" Dr. Dre smiled, and proceeded to praise Apple, iTunes, and Steve Jobs. Again, though it may have been orchestrated, it was well received by the audience.

The last person Steve Jobs iChatted with was Mick Jagger of the Rolling Stones, who was in London. Mr. Jagger began the interview by joking that if Steve Jobs was the Dalai Lama of Integration, and Bill Gates was the Pope of Software, then he, Mick Jagger, was the Arch Bishop of Canterbury That, too, drew a big laugh.

Steve Jobs, however, had his own joke about Mick Jagger's age and longevity, saying "Mick, you've seen the music industry change from vinyl to 8-track tapes to cassettes to CDs, what do you think about all this?" Jagger replied with a "Well, I'm sad I missed the wax cylinder" to yet more laughter.

Steve Jobs, however, closed his show with an even bigger surprise, bringing out Sarah McLauchlan to perform live. Ms. McLauchlan played two of her songs, "Fallen" and "Angel" on a grand piano that was onstage for the event. Both songs are currently being offered as download exclusives on the iTunes Music Store.

The performance was filmed by two cameras, and was shown on the large screen on stage. It was cut live between the two cameras, including an unsubtle pan across Apple's shining white logo above the stage. We won't be surprised if appears on either the iTMS, or perhaps as a QuickTime video on Apple's Web site.

Ms. McLauchlan received a standing ovation from the audience, and Steve Jobs closed our by thanking all of the Apple employees and their families who have worked on these projects. This has been a standard feature of the last several keynote-style events conducted by Steve Jobs.