Apple launched its latest iPad in March, its newest iPhones in September and an updated MacBook Pro is rolling out now. Tomorrow the company ventures into a product category previously dominated by historical photos, Norman Rockwell paintings and precocious pets: Apple is entering the coffee table book business.
Apple's book Designed by Apple in California is, as anyone who is familiar with the company might expect, a minimalist photographic showcase of the company's own products through the years.
"While this is a design book," writes lead designer Jony Ive, in the book's forward, "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."
Ive describes the book as "a gentle gathering of many of the products the team has designed over the years."
The book will be sold in two sizes: a more standard 10.20 x 12.75 in for US$199, and the jumbo 13 x 16.25 in for $299. It will be available in both Apple's online store and select Apple retail stores.
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