The book costs $299 and is a hardcover edition, bound in linen, and is available in two sizes: $199 for a smaller 10.20″ x 12.75″ version, and $299 for a larger 13″ x 16.25″ edition.
The book is titled Designed by Apple in California which is so incredibly pretentious it makes us wonder which ego signed off on it. Our guess is that it is chief designer Sir Jony Ive who described the book in the press release 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”.
The photos inside are all new images shot by Andrew Zuckerman, and will show off 20 years of Apple design “in a deliberately spare style”.
So basically, it is a pictorial bible for fanboys who think advertising photographs are something they want on their shelves.
In the foreword to the book, Ive writes:
“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.”
The book is published by Apple itself, we doubt that any sensible publisher would have gone near it. It is dedicated to the memory of Steve Jobs, which sort of hints at where this tome is coming from.
The Tame Apple Press is enthusiastic about the book. The Verge said that while the book is pure corporate vanity, “Apple deserves to get away with more than pretty much any other tech company. No one denies that when it comes to industrial design, Apple earns the praise it gets”.
Only because the press lets it get away with having style over substance and turning a blind eye to its narcissism.