Apple’s New Coffee Table Book

Image: Apple

“Designed by Apple in California” is Apple’s new coffee table book, which chronicles 20 years of design at the company. Some people may think this is just a very expensive coaster, but to others it is an iconic piece of history.

 

Image: Apple

The actual hardbound book contains 450 photographs of past and current Apple products ranging from 1998’s iMac to 2015’s Apple Pencil, also documenting the materials and techniques used by the company’s design team over two decades of innovation. 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 is dedicated to the memory of Steve Jobs, the late co-founder of Apple Inc.

Image: Apple

“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 Jonny 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.”

Image: Apple

In the foreword, Johnny 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.”

Image: Apple

“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 colour separations and low-ghost ink. This linen-bound, hardcover volume was developed over an eight-year period. It is available to buy online from Apple’s own website and selected stores.

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