Lots of excitement and no little mockery yesterday at news that U2 and Apple are working on a mysterious new digital music format. “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,” as Bono put it in an exclusive interview with Time magazine. Our first reaction on reading those words was that it’s likely an album app, rather than a brand new format. Billboard followed up and provided more evidence: “It’s not a new format, but rather a new way to package and present an album,” its source suggested. There is plenty of creative potential left untapped in apps as a delivery vehicle for music, but past experience – remember Lady Gaga’s bold yet unfulfilled claims for her ARTPOP app? – tells us to wait and see if U2 delivers on its frontman’s promises.