Wednesday, 16 November 2016 05:50

20 years of ‘Designed by Apple in California’ book launches – by Apple


Apple has launched a new "photo book" telling the story of design at Apple over the past 20 years in small or large sizes.

Apple has announced the release of "a new hard-bound book chronicling 20 years of Apple’s design, expressed through 450 photographs of past and current Apple products".

It is called Designed by Apple in California, and "covers products from 1998’s iMac to 2015’s Apple Pencil", while also documenting "the materials and techniques used by Apple’s design team over two decades of innovation".

As you might expect, Apple proudly states that the book is "dedicated to the memory of Steve Jobs".

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.”

Apple notes that 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 are said by Apple to illustrate its "design process as well as its finished products".

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 is printed on specially milled, custom-dyed paper with gilded matte silver edges, using eight colour separations and low-ghost ink.

The book is linen-bound, and is a hardcover volume developed over an eight-year period, and naturally, is published by Apple.

Pricing & Availability

Designed by Apple in California will be available beginning Wednesday, 16 November, in small (260 x 324mm) for A$289 and large (330 x 413mm) for A$429, exclusively from in Australia, France, Germany, Hong Kong, Japan, South Korea, Taiwan, the UK and the US, and select Apple Stores.

The book is on display at the Apple Stores where it is sold.

Apple says it is available at the following Apple retail locations: Apple Regent Street and Apple Covent Garden in London; Apple Opera in Paris; Apple Kurfürstendamm in Berlin; Apple ifc mall and Apple Canton Road in Hong Kong; Apple Ginza in Tokyo; and Apple Sydney.

In the United States: Apple SoHo, Apple Fifth Avenue, Apple Upper East Side, Apple Williamsburg and Apple World Trade Centre in New York; Apple The Grove in Los Angeles and Apple Third Street in Santa Monica; Apple North Michigan Avenue and Apple Lincoln Road in Chicago; Apple Northpark in Dallas; Apple Union Square in San Francisco; Apple Palo Alto and Apple Infinite Loop in Cupertino.

apple book watch

Designed by Apple in California 1


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Alex Zaharov-Reutt

One of Australia’s best-known technology journalists and consumer tech experts, Alex has appeared in his capacity as technology expert on all of Australia’s free-to-air and pay TV networks on all the major news and current affairs programs, on commercial and public radio, and technology, lifestyle and reality TV shows. Visit Alex at Twitter here.



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