Joe Hewitt isn’t exactly a household name; his former project, however, very much is. Hewitt was the one man wrecking crew responsible for coding the Facebook application for the iPhone — the App Store’s most popular application for quite some time. Back in November of 2009, Hewitt, seemingly pushed to his breaking point, announced that he would no longer be developing for the iPhone: “My decision to stop iPhone development has had everything to do with Apple’s policies. I respect their right to manage their platform however they want, however I am philosophically opposed to the existence of their review process.” A very respectable objection, and one, in all likelihood, shared by many developers. More →
But U2 doesn’t love BlackBerry, nor give a shit about them. That’s the feeling I get after attending the kick-off concert for U2’s 360 U.S. tour. What’s incredible is that after thinking about this strange and odd pairing of two corporate brands, it makes less sense than I even previously thought. For starters, it’s a pretty large investment to be the title and only sponsor for a huge national or worldwide tour — major money. If we had to guess we’d say RIM paid a minimum of $7M and a maximum of $15M. What’s so unsettling is how disconnected RIM was from the event. Sure, there were a couple banners strewn about Soldier Field, but no one noticed. And the folks that did notice didn’t care. Instead of using this opportunity to push their brand forward, it almost seems like just a second thought to throw some quick marketing dollars to try act like your company is doing something in the consumer and “cool” department.