U2 have dumped Apple and taken a huge bite out of BlackBerry instead.
The Irish rock giants have switched sides in a major new deal with Research in Motion which makes the ever-popular BlackBerry.
The BlackBerry U2 deal was announced in March but the first ad only started appearing over the July 4 weekend.
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The TV ad features the song "I Know I'll Go Crazy (If I Don't Crazy Tonight)," from "No Line on the Horizon" album, and shows a BlackBerry App World application featuring new U2 songs and behind-the-scenes footage of the ongoing 360 tour.
The deal is also expected to result in the first "mobile album," which is expected to be a massive hit for RIM.
U2 helped boost the fortunes of Apple's iTunes Music store when they joined forces to promote "How to Dismantle an Atomic Bomb."
One of the album's hit singles, "Vertigo," was featured on a major TV campaign for the iPod and Apple released a special autographed iPod in the album's black and red color scheme.
Since then, the company released the iPhone to compete with smartphones such as Research in Motion's BlackBerry.
RIM says music is a key avenue for them in their bid to increase the BlackBerry's popularity.
To that end, the company is sponsoring the 360 Tour and is being used to promote the album "No Line On The Horizon."