Apple’s new book, Designed By Apple In California, is as most an Apple product as a gadgets it documents. It took 8 years to develop, is firm in white linen, and printed on “specially milled, custom-dyed paper with gilded matte china edges.” You unequivocally can’t assistance though hear a outline in Jony Ive’s voice.
The book, recognised of and published by Apple, is a silken $300 (that’s for a and size; it’s $200 for a smaller version) reverence to a final 20 years of a company’s industrial pattern legacy, and to a progenitor, Steve Jobs. Photographer Andrew Zuckerman shot a 450 pages of products in Apple’s signature sheer style—white background, high saturation—even branch a disorderly act of prototyping into minimalist glorious shots.
Designed By Apple is filled with images of a candy-colored Macbook, iPhone, and Apple Watch. More interestingly, it also papers how those things get made. Zuckerman incited his camera on a collection and prototypes, formulating what reads like a visible masterclass in what it takes to move a well-designed tool to life. “The pattern studio unequivocally is a workshop. We pattern three-dimensional objects, and we make lots and lots of models and prototypes,” Ive says in a video. “Designing and creation unequivocally should be inseparable. For each finished product we see, collection had to be designed, processes had to be combined and experimented with.”
But in a book’s foreword, Ive characterizes a book as some-more than a support of routine and object:
While this is a pattern book, it is not about a pattern team, a artistic routine or product development. It is an pattern illustration of the work that, ironically, describes who we are. It describes how we work, the values, the preoccupations and the goals. We have always hoped to be tangible by what we do rather than by what we say. We strive, with varying degrees of success, to conclude objects that seem effortless. Objects that seem so simple, awake and unavoidable that there could be no receptive alternative.
Yes, it’s a grandiose-sounding thing to say. Designed By Apple unequivocally is, after all, a book filled with flattering cinema of flattering objects. But Ive’s got a point. Apple’s pattern has always oral for itself—now there’s a book to remind we of that.
Go Back to Top. Skip To: Start of Article.