November 15, 2016 Last Updated 8:43 am

Apple publishes book celebrating itself in time for the holidays

The $299 book contains 450 photographs of past and current Apple products and is dedicated to Steve Jobs

If you needed anymore proof that Apple is insular and obsessed with itself, look no further than what it has just published for Christmas, a coffee table book of pictures of its own products, available in two sizes and priced at $199 and $299. I’m sure every Apple executive will be expected to have one in their home, or face the consequences.

The book, titled Designed by Apple in California, centers on the photography of Andrew Zuckerman, and Apple’s chief designer Jony Ive describes the book as “a gentle gathering of many of the products the team has designed over the years,” and hoped that it would serve as a “resource for students of all design disciplines.” One can also hear him say that in that annoying voice of his.

One senses that there is no one left at Apple brave enough to say “hey, guys, is this a bit much?”

Here is the press release:


Cupertino, Calif. — November 15, 2016 — Apple today announced the release of a new hardbound book chronicling 20 years of Apple’s design, expressed through 450 photographs of past and current Apple products. “Designed by Apple in California,” which covers products from 1998’s iMac to 2015’s Apple Pencil, also documents the materials and techniques used by Apple’s design team over two decades of innovation.

The book is dedicated to the memory of Steve Jobs.

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The idea of genuinely trying to make something great for humanity was Steve’s motivation from the beginning, and it remains both our ideal and our goal as Apple looks to the future,” said Jony Ive, Apple’s chief design officer. “This archive is intended to be a gentle gathering of many of the products the team has designed over the years. We hope it brings some understanding to how and why they exist, while serving as a resource for students of all design disciplines.”

The products in this book are the result of a profoundly close collaboration between many different groups. Shot by photographer Andrew Zuckerman in a deliberately spare style, the book’s 450 images illustrate Apple’s design process as well as its finished products.

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In the book’s foreword, Ive explains:

While this is a design book, it is not about the design team, the creative process or product development. It is an objective representation of our work that, ironically, describes who we are. It describes how we work, our values, our preoccupations and our goals. We have always hoped to be defined by what we do rather than by what we say.

We strive, with varying degrees of success, to define objects that appear effortless. Objects that appear so simple, coherent and inevitable that there could be no rational alternative.

“Designed by Apple in California” is available in two sizes and printed on specially milled, custom-dyed paper with gilded matte silver edges, using eight color separations and low-ghost ink. This linen-bound, hardcover volume was developed over an eight-year period. It is published by Apple.

Pricing and Availability

“Designed by Apple in California” — Small
Starts at $199 (US) in small (10.20” x 12.75”)
Available beginning tomorrow, Wednesday, November 16, exclusively from Apple.com in Australia, France, Germany, Hong Kong, Japan, Korea, Taiwan, the UK and the US, and select Apple Stores.1
Available at the following US retail locations: Apple SoHo, Apple Fifth Avenue, Apple Upper East Side, Apple Williamsburg and Apple World Trade Center in New York; Apple The Grove in Los Angeles and Apple Third Street in Santa Monica; Apple North Michigan Avenue and Apple Lincoln Park in Chicago; Apple Northpark in Dallas; Apple Union Square in San Francisco; Apple Palo Alto and Apple Infinite Loop in Cupertino.
The book is on display at the Apple Stores where it is sold.

“Designed by Apple in California” — Large
Starts at $299 (US) in large (13” x 16.25”)
Available beginning tomorrow, Wednesday, November 16, exclusively from Apple.com in Australia, France, Germany, Hong Kong, Japan, Korea, Taiwan, the UK and the US, and select Apple Stores.1
Available at the following US retail locations: Apple SoHo, Apple Fifth Avenue, Apple Upper East Side, Apple Williamsburg and Apple World Trade Center in New York; Apple The Grove in Los Angeles and Apple Third Street in Santa Monica; Apple North Michigan Avenue and Apple Lincoln Park in Chicago; Apple Northpark in Dallas; Apple Union Square in San Francisco; Apple Palo Alto and Apple Infinite Loop in Cupertino.
The book is on display at the Apple Stores where it is sold.

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