The Story of Design at Apple

Apple’s New Photo Book

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Apple
Designed by Apple in California documents the materials and techniques used by Apple’s design team over two decades of innovation

Apple announced the release of a new hardbound book chronicling 20 years of Apple’s design, expressed through 450 photographs of past and current Apple products. Designed by Apple in California, which covers products from the 1998s iMac to the 2015s Apple Pencil, also documents the materials and techniques used by Apple’s design team over two decades of innovation.

“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 Jony 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.”

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 illustrate Apple’s 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 printed on specially milled, customdyed paper with gilded matte silver edges, using eight color separations and low-ghost ink. This linen-bound, hardcover volume, published by Apple, was developed
over an eight-year period.

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