U2 played out the biggest technology launch of the year as Apple announced two new iPhones, a smartwatch - and a new way of paying for things using both gadgets.
The band used the occasion to announce a giveaway of their new album to 500 million Apple iTunes customers, which will see people get the music free until October 13.
Frontman Bono referred to the Apple chief executive Tim Cook as the "zen master of hardware" after seeing the company launch two larger iPhone models.
The new iPhone 6 will come in a new larger screen size with a 4.7-inch display at €699.
A second new model, the iPhone 6 Plus, will bear a 5.5-inch screen, becoming Apple's 'phablet' (half phone, half tablet) device and costing €799.
The new iPhones are both slimmer than the iPhone 5, which becomes the company's new entry-level device. Both iPhone 6 models boast faster chips aimed at gaming and graphics usage.
They also promise between 20pc and 100pc better battery life depending on usage.
The new phones will not be available in Ireland this month, with Apple promising availability "by the end of the year" here. The devices go on sale in the US on September 19.
However, retailers are already warning of supply difficulties due to pent-up demand for the gadget. Queues have already started forming in shops in the US and Australia.
Apple also announced a new smartwatch device called Watch, with an emphasis on fitness and lifestyle apps.
The device, which will not be available to purchase until early 2015, has its own app development system. Apple chief executive Tim Cook said that hotel chains were currently building apps to allow people replace their hotel key cards, while BMW is developing an app for the watch that will tell people where their car is located via a map.
The Apple Watch works primarily by using a dial on its side, in contrast to rival smartwatches on the market.
"We didn't take the iPhone interface and shrink it and strap it on your wrist," said Tim Cook. "It would be terrible. Pinch to zoom doesn't work."
Apple also announced a major new digital payments system called Apple Pay. The technology will allow those who own an iPhone 6 or iPhone 5 to pay for things in shops and online by swiping their device against a shop sensor.
Mr Cook said that Apple has struck deals with American Express, Visa and MasterCard for processing the payments.
Like a thunderclap from the clear blue sky it appeared: U2's first album in five years. In what surely rates as one of the entertainment industry surprises of 2014, the band announced 'Songs Of Innocence' was being made available immediately for free download to Apple's iTunes subscribers, after they had performed their new single 'The Miracle (Of Joey Ramone)' at the Apple launch in California.