Designed by Apple in California ➝

From Apple’s press release:

Apple today announced the release of a new hardbound book chronicling 20 years of Apple’s design, expressed through 450 photographs of past and current Apple products. “Designed by Apple in California,” which covers products from 1998’s iMac to 2015’s Apple Pencil, also documents the materials and techniques used by Apple’s design team over two decades of innovation. […]

“Designed by Apple in California” is available in two sizes and printed on specially milled, custom-dyed paper with gilded matte silver edges, using eight color separations and low-ghost ink. This linen-bound, hardcover volume was developed over an eight-year period. It is published by Apple.

I wonder if Apple realizes how bad it looks for them to release a book amidst all of the complaints about their Mac lineup. Not that I believe this project kept them from developing their products — I don’t expect many of the people that produced this book are the same people who work on Mac hardware. But any effort Apple spends on unnecessary products leaves them open to ridicule — “why didn’t they put their effort into working on the Mac mini, Mac Pro, or iMac instead?”

Don’t get me wrong, I want this book. I don’t think I’ll ever buy one given its price point, but as a huge fan of Apple for over a decade, I love stuff like this. It is an odd product, though. I never would have expected Apple — of all companies — to release something like this.

I guess this book would have been more palatable if Apple produced it for employees and sold it to the public exclusively in their company store in Cupertino. But in that scenario, we’d probably be reading headlines like: “Apple made the most amazing design book that you can’t buy.”