Apparently U2's deal with Apple goes further than taking a bunch of cash and dumping unwanted music files on hundreds of millions of iTunes users. The band has said that it's working on a brand new music format that "can't be pirated." Oh really? We've heard that before, many, many times. And every time someone claims that, whatever new DRM they created gets broken without hours. I imagine the same will be true of this. The format sounds like a rehash of other things that have been tried and failed before:

[The new format will be] an audiovisual interactive format for music that can't be pirated and will bring back album artwork in the most powerful way, where you can play with the lyrics and get behind the songs when you're sitting on the subway with your iPad or on these big flat screens. You can see photography like you've never seen it before.

Of course, we've been hearing this for years. Five years ago, the major labels were all going to team up to create "CMX", a new music format that had all those audiovisual components. Where's that now? Every few years we see startups claiming to have created a similar new music format that builds in all those audiovisual components... and no one cares. Is it possible that Apple with the help of U2 will suddenly figure it out? Sure. It's possible. But I wouldn't bet on it. Especially if it includes annoying DRM that no one wants.

Apple itself figured out long ago that DRMing its music was actually a bad deal since it made the music less valuable to consumers. Would the company really switch back in the other direction? While U2 claims that this magical new music format "will prove so irresistibly exciting to music fans that it will tempt them again into buying music - whole albums as well as individual tracks," it once again shows how little U2 understands about the way fans interact with music these days. The ability to share what you're listening to with others and to build on that experience is what excites people - and that's true whether its unauthorized sharing or through streaming services like Spotify that allow users to share what they're listening to. Locking stuff up with fancy graphics isn't "irresistibly exciting." It's just something most people will ignore.

Besides, we already have an "audiovisual interactive format for music that can't be pirated," and it's called a concert.