U2 didn’t force anything. Apple paid U2 and Universal Music Group a multimillion lump sum for a five-week exclusivity window in which to distribute the album. Apple then used the deal to add the album to every iTunes account. Most of those users had no idea you could simply remove the album from their music libraries, although it would remain in their account under “Purchased”. In the end it was a brilliant marketing scheme that ended poorly. U2 over estimated their popularity and Apple over estimated their customers competency with their software.