Apple Wants To Sell You A $429 Coffee Table Book

Image: Apple

Designed by Apple in California. It's a phrase that has, for the last couple of decades, pointed to a certain "effortless" look and style and industrial design language -- the original iPhone, the iMac, the Apple Watch. If you like the way Apple gadgets look -- and if you do, chances are you already own a few -- then there's a new book that you might like. It's called Designed by Apple in California, it's published by Apple, and you can buy it from today.

The book is dedicated to the memory of Steve Jobs, the late Apple co-founder and CEO who had direct input into many of the products chronicled on the book's 450 pages of stark white backgrounds by still life photographer Andrew Zuckerman. It stretches almost 20 years of Apple history, from the 1998 iMac to the 2015 Apple Pencil.

It also includes a foreword from Apple design boss Jony Ive:

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.

It's pricy, though. The small 260x324mm coffee table book will set you back $289, and the larger 330x412mm book is $429. It'll go on sale through Apple's online store, as well as on display +and on sale at Australia's flagship Apple Store in Sydney. [Apple]

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