Apple has built up even more courage leading up to the holidays, releasing a new $299 book that has 450 photos of Apple products - announcing the book 'Designed by Apple in California' on Apple.com, and select Apple retail stores.
There are two books available, with a $199 book that is a smaller 10.2-inch x 12.75-inch book, while the larger 13-inch x 16.25-inch book sells for $299. All of the photos were snapped by Andrew Zuckerman, showing off 20 years of Apple design "in a deliberately spare style".
Apple's chief designer and slow talker of courage, Jony Ive, explains the book as "a gentle gathering of many of the products the team has designed over the years", hoping that the book will be a "resource for students of all design disciplines".
In the foreword of 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.