Bono, the lead singer of U2, deeply appreciated Apple's marketing muscle.
He was confident that his Dublin-based band was still the best in the world,
but in 2004 it was trying, after almost thirty years together, to reinvigorate its image.
It had produced an exciting new album with a song that the band's lead guitarist, The Edge,
declared to be "the mother of all rock tunes."
Bono knew he needed to find a way to get it some traction, so he placed a call to Jobs.
"I wanted something specific from Apple," Bono recalled.
"We had a song called 'Vertigo' that featured an aggressive guitar riff that I knew would be contagious,
but only if people were exposed to it many, many times."
He was worried that the era of promoting a song through airplay on the radio was over.
So Bono visited Jobs at home in Palo Alto, walked around the garden, and made an unusual pitch.
Over the years U2 had spurned offers as high as $23 million to be in commercials.
Now he wanted Jobs to use the band in an iPod commercial for free -- or at least as part of a mutually beneficial package.
"They had never done a commercial before," Jobs later recalled.
"But they were getting ripped off by free downloading,
they liked what we were doing with iTunes, and they thought we could promote them to a younger audience."