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article imageApple unveils a $300 photo book, offers it in two sizes

By James Walker     Nov 15, 2016 in Technology
Apple is known for its modest, coherent image. Today, it seemingly forgot that, launching a $300 photo book that trumpets its designs from the past two decades. It has been created to celebrate 20 years of the "Designed by Apple in California" moniker.
Apple announced the photo book today. It described the hardbound book as "an objective representation" of its work. It's dedicated to the memory of co-founder Steve Jobs and includes over 450 photos of Apple products past and present. Designs ranging from 1998's iMac to 2015's Apple Pencil are included.
The book was assembled over a period of eight years. Photographer Andrew Zuckerman worked in a "profoundly close" collaboration with groups across Apple to capture photos of the company's most significant products of the past two decades. A deliberately minimal, abstract style is used, in keeping with the company's reputation for premium quality.
Apple s  Designed by Apple in California  $300 design photo book
Apple's "Designed by Apple in California" $300 design photo book
Apple sees the book as a symbol of what it means to work at the company. It's positioned somewhere between a simple photo album and a comprehensive design log. Products including the iPod, iPhone, iPad and Apple Watch are present, alongside smaller pieces of hardware like the Apple Pencil. Apple said it's a reflection of its desire "to be defined by what we do rather than by what we say."
"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 physical book is printed on specially milled, custom-dyed paper bound in linen. It features gilded matte silver edges with eight colour separations and low-ghost ink. It takes the company's famous "Designed by Apple in California" maker's mark as its title. Apple seems to have put as much attention into the volume's design as its regular products receive, creating a book that it thinks fans will enjoy leafing through.
Apple s  Designed by Apple in California  $300 design photo book
Apple's "Designed by Apple in California" $300 design photo book
"Designed by Apple in California" will be available starting tomorrow from select Apple Stores worldwide. It will also be offered from in Australia, France, Germany, Hong Kong, Japan, Korea, Taiwan, the U.K. and the U.S. As with all recent Apple products, two sizes are available: small (10.20" x 12.75") and large (13" x 16.25"). Pricing will be $199 and $299 respectively, making sales to anyone but the most devout Apple follower unlikely.
A similar volume about Apple was published 20 years ago. As AppleInsider notes, the company granted complete internal access to the author of "Apple design: The work of the Apple Industrial Design Group" in 1998. It had a less catchy title but also a far lower price, costing just $30 when new. It has since become a collector's item, suggesting early purchasers of its modern counterpart could own valuable books in the future.
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