Ondrej Holzman Apple pulled an unexpected and very unconventional product out of its sleeve today. The Californian company has announced that it will start selling its first book, which will be called "Designed by Apple in California" and will map the twenty-year history of apple design. The book is also dedicated to the late Steve Jobs.
The book contains 450 photographs of old and new Apple products, from the 1998 iMac to the 2015 Pencil, and also captures the materials and manufacturing processes that go into these products.
"It is a book with very few words. It is about our products, their physical nature and how they are made," writes Apple's chief designer Jony Ive in the foreword, whose team contributed to the book, which will be published in two sizes and is made of the highest quality materials.
[su_pullquote align=”right”]Many of the products we had to find and buy.[/su_pullquote]
"Sometimes when we're solving a problem, we look back and see how we've solved similar problems in the past," explains Jony Ive in an interview for a magazine Wallpaper *, why the new book for Apple unusually looks back, not to the future. "But because we were so engrossed in working on current and future projects, we found that we didn't have a physical product catalog."
“That's why about eight years ago we felt an obligation to fix it and build a product archive. We had to find and buy many of them that you will find in the book. It's a bit of a shame, but it was an area we weren't very interested in," adds a smiling "shoot story" Ive.
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With only one exception, photographer Andrew Zuckerman photographed the products for the "Designed by Apple in California" book. "We photographed each product again for the book. And as the project went on for a long time, we had to retake some of the earlier photos as photography technology changed and evolved. The new photos then looked better than the old ones, so we had to retake the photos to make the whole book perfectly consistent," revealed Ive, confirming Apple's almost fanatical attention to detail.
The only photo not taken by Andrew Zuckerman is of the space shuttle Endeavour, and Apple borrowed it from NASA. Ive's team noticed that there was an iPod on the space shuttle's instrument panel, which could be seen through the glass, and he liked it enough to use it. Jony Ive also talks about the new book and the design process in general in the attached video.
Gallery
Apple will be the exclusive distributor of the book and will only sell it in selected countries, the Czech Republic not being among them. But it will be on sale in Germany, for example. The smaller edition costs 199 dollars (5 thousand crowns), the larger one a hundred dollars more (7500 crowns).
Their prices will probably put me off.
:D, but they certainly designed a new pompous paper for it, which feels more papery...
I don't think it's cool at all to set such a price. I am a designer/architect and every year I receive a portfolio catalog from maybe two dozen different companies. from construction companies to companies killing with technical equipment. most of those portfolios have several hundred pages. 90% of the pages are high-gram photo paper. and wonder of the world, I get everything for free. for only $199
As an architect/designer, you are certainly well aware of the difference between a catalog and a portfolio.
But if you managed to get a book by Zaha Hadid, Foster architects and the like for free and not for 3 or more thousand, I will be grateful for advice on how to give it.
But otherwise I agree, this seems extreme to me, I was expecting 1-2 thousand, not to mention the new Macs..
A couple of my friends work at a local printer, they told me how much such an ubermega catalog costs. Most of the time it is a few hundred.
The prices are different. As a fan, I have a crush on Kevin Ryan's book 'Recording the Beatles' - 550 pages sometime in the distant future. And the price? approx. 15-20 on our…
that's right!!!, ... I can also get hit by slag and I get pimples when I see how much Helenka Vondráčková or Kája Gott want for a performance - for example, a neighbor Andulka sings for free ... and without playback. And at the same time, it doesn't really cost anything to sing, right!!! And I'm not talking about thieves' taxis, which tenors or Lady Gaga call themselves, for example - horror. I'll probably have to boycott them in the end and I won't go to them!!!
... I really enjoy these longings about the price and the ratio with the costs :) ...
I have practically everything from Apple. From ipod via macbook ipad and iphone to routers. Everything I bought from Apple at that time was at a relatively affordable price in relation to the performance. But that has changed a lot in recent years. For the new MacBook to start at 85 in the basic equipment, I think it's overkill. And for the book to cost 300 dollars, well, screw me.
I recently bought a photo book for almost 4.000. And I don't regret it, and I don't think it's excessive in similar cases... ;) http://amazing-planet.com/en/products/items#1
How much was a Macbook Pro redesign with retina 4 years ago with dGPU? Also, plz find me a design catalog like this (of these dimensions) with about the same number of pages.
People here have very short memories + have never been to a bookstore :/
And the world is amazed, Annie Leibowitz wants 65.000 for her book SUMO. Sure, it's a huge book, on its own pedestal, and ONLY 10.000 copies have been published, but the purchasing power is apparently there. I've never understood this rant over price. But that's the way it is with everything..people cry about the price of the iPhone and still go and buy it..
Ah, so now we know why there is no new Mac Pro, Mac mini, iMac, Macbook, Macbook Air (so it is actually new, but now it is called Macbook Pro), iPads.
Apple engineers were preparing a book and new emoji for iOS 10.2.
if it were necessary to say why they did what and how it was something special for those individual things, but no, these are just photos
nice photos, yes
but they could have done it far better
it's sloppy like everything you've been doing lately, and overpriced at the same time..
Did you listen to what Jony said in the video? There are also accompanying texts.
And if you think that Apple has left something behind, then look at the competition.
https://www.youtube.com/watch?v=pdX_yeiiM-k on the video that the girl shows, you can see that it is essentially full of text
TOC + dedicated to steve jobs + title of the book... surely there will be the basic texts that every book has, ID, who printed it etc... but in my imagination there should mainly be text about the design, maybe even more photos of the prototype of individual devices that they then modified and the reason why they modified it into the final form.
this book is terribly superficial and it is definitely not a basis for studying, it is a mockery like the entire apple PR BS in cell with iv
They can't tell you everything about it, because that's how the competition copies everything they can.
In Czech, the subject pronoun is used to possess the subject, so this article should be called "... he published a book ... the history of his design", not "his design"
You're right, Michal, we've already fixed it. Thanks.
https://s-media-cache-ak0.pinimg.com/736x/9d/54/7f/9d547f6037ae161ae87dc9fc9c4a9ae0.jpg
Braun copied it nicely from Apple, I'm surprised that Apple doesn't replace it
Cool. For the 5000, I would easily buy it... ;)