‘Designed by Apple in California’ book with 450 Apple product images released for $299


The Cupertino giant Apple announced the launch of the hardbound book chronicling 20 years of Apple’s design through 450 photographs of Apple products, dubbed as ‘Design by Apple in California’. This book covers products starting from 1998’s Mac to 2015 Apple’s Pencil.

Further, this book also features the materials and techniques used by the Apple team over past years. Moreover, this book is dedicated to the memory of late Steve Jobs.  The images in the book are shot by Andrew Zuckerman in a deliberately spare style.

The ‘Designed by Apple in California’ will be available from tomorrow exclusively in Apple.com, in selected countries Australia, France, Germany, Hong Kong, Japan, Korea, Taiwan, the UK and the US. It comes in two sizes – Small and large, at a price of $199 (approx. Rs. 13,500) and $299 (approx. Rs. 20,270).

Jony Ive, Apple’s chief design officer, said:

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. 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.

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.