Apple has released what we believe to be the company’s first coffee table book. Designed by Apple in California, in true Apple fashion is a minimalist book with 450 photographs looking back at over twenty years of Apple design. The books’s photographs were shot by Andrew Zuckerman and is dedicated to Steve Jobs. Apple Chief Design Officer Jony Ive shares his thoughts on the project:
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.
Ive also shares in the book’s forward:
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 will be available in two different sizes, 10.20” x 12.75” and 13” x 16.25” — at select Apple Stores and apple.com beginning today, for $199 USD and $299 USD, respectively.