U2 frontman Bono took a decent jab at Apple at this week's Cannes Lions presentation, frowning upon the company's downplaying of its involvement with his global nonprofit organization (Red).
"The idea that we might get close to an AIDS-free generation, and then not get there, and for what? Because the heat isn't on the issue," Bono told festival attendees.
As Billboard reports, Bono only gave praises to the crowd of strangers, but spared criticism for an old friend - Apple design guru Jony Ive.
According to the singer, Apple always kept a low profile about its involvement with the cause, going back to Steve Jobs' refusal to put the nonprofit's signature parentheses on any Apple products or in any Apple stores.
"One of the reasons it's such a credit to have Jony Ive on the stage is because Apple is so f--king annoyingly quiet about the fact they've raised $75 million. Nobody knows!" Bono shouted.
The musician then pulled out an official (Red) iPad cover and demonstrated that the only actual nod to the nonprofit was inside the cover and therefore always obscured by the device.
"Where's the (Red) branding?" Bono asked Ive. "Nobody can see that. This is modesty run amok. This is the Apple way. They're like a religious cult."