The commercial interspersed high-voltage shots of the band in partial silhouette
with the usual silhouette of a dancing woman listening to an iPod.
But even as it was being shot in London, the agreement with Apple was unraveling.
Jobs began having second thoughts about the idea of a special black iPod,
and the royalty rates were not fully pinned down.
He called James Vincent, at Apple's ad agency, and told him to call London and put things on hold.
"I don't think it's going to happen," Jobs said.
"They don't realize how much value we are giving them, it's going south. Let' s think of some other ad to do."
Vincent, a lifelong U2 fan, knew how big the ad would be, both for the band and Apple,
and begged for the chance to call Bono to try to get things on track.
Jobs gave him Bono's mobile number, and he reached the singer in his kitchen in Dublin.
Bono was also having a few second thoughts.
"I don't think this is going to work," he told Vincent. "The band is reluctant."
Vincent asked what the problem was.
"When we were teenagers in Dublin, we said we would never do naff stuff," Bono replied.
Vincent, despite being British and familiar with rock slang, said he didn't know what that meant.
"Doing rubbishy things for money," Bono explained. "We are all about our fans.
We feel like we'd be letting them down if we went in an ad.
It doesn't feel right. I'm sorry we wasted your time."