Despite their worldwide popularity, the band has remained protective of how their music is used in the media, refusing its use for product endorsements. In the past, Coldplay turned down multi-million dollar contracts from Gatorade, Diet Coke, and Gap, who wanted to use the songs "Yellow", "Trouble", and "Don't Panic" respectively. According to frontman, Chris Martin, "We wouldn't be able to live with ourselves if we sold the songs' meanings like that." The song "Viva la Vida" was featured in a commercial for the iTunes Store, advertising its exclusive availability of the single as a digital download on iTunes. Additionally, Chris Martin appeared at an Apple Inc. Special Event on 1 September 2010, playing a number of songs, and also thanked Apple for their assistance in marketing "Viva la Vida". After the death of Steve Jobs, Coldplay performed four songs at Apple's Campus in Cupertino, further thanking Jobs for the support he gave them.
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