Published Tuesday, 24 June 2014
The Beautiful Day hitmaker spoke at the Cannes Lions International Festival of Creativity in France on Saturday to discuss the company he co-founded in 2006 to make businesses and consumers more aware of the battle against AIDS.
Since its inception, (RED) bosses have teamed with executives at big-name companies including Nike, Starbucks, Gap, Armani, Beats Electronics, and Apple, which has branded the signature red colour and logo on many of its products such as the iPod, iPad, and iPhone.
However, when Bono spoke to the audience at Cannes Lions, with Apple's Senior Vice President of Design, Jony Ive, sitting on stage with him, the rocker wasn't afraid to criticise Apple.
He explained: "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 held up his (RED) iPad cover and noted that the logo was barely noticeable, and said: "Where's the (RED) branding? Nobody can see that. This is modesty run amok. This is the Apple way. They're like a religious cult."
Earlier in the day, Bono was presented with the inaugural Cannes LionHeart award to mark his "innovative use of commercial brand power, which has made a significant and positive difference to people or the planet."
The (RED) charity has raised more than $250 million (£147 million) to highlight HIV and AIDS research in Africa, according to the organisation's website.