Apple releases book telling product story

Anthony Caruana
16 November, 2016
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Apple has announced the release of a new hardbound book of 450 photos that chronicle 20 years of Apple’s design ranging from 1998’s iMac to 2015’s Apple Pencil. It also documents the materials and techniques used by Apple’s design team over two decades of innovation.

The book is dedicated to the memory of Steve Jobs.

Shot by photographer Andrew Zuckerman in a deliberately spare style, the book’s images illustrate Apple’s design process as well as its finished products.

Pricing and availability

Designed by Apple in California is available in two sizes: small (260 x 324mm) for $289 including GST and large (330 x 413mm) for $429 including GST exclusively from in Australia, France, Germany, Hong Kong, Japan, Korea, Taiwan, the UK and the US, and select Apple Stores.*

The book is on display at the Apple Stores where it is sold.


Truly, I’m an Apple fan. I do almost all my work on an Apple computer or iPad, most of my communications are through an iPhone –  heck I even exercise and tell the time with Apple on my wrist.

This book seems to me to be the kind of indulgence Steve Jobs would have shut down at the very first design meeting it was mentioned. Jobs’ eyes were always looking ahead, to the future. Not in some retrospective navel gazing of days gone by.

Remember when Apple released the iPod nano? It replaced the company’s best selling iPod. Most people said he was mad for shuttering a successful product. But it was classic Jobs ‘killing his babies’ in order to sell something better.

To be sure, Apple’s history is filled with some outstanding ideas that made it from the minds of people to designers, engineers and production teams into our hands. It’s easy to forget the market Samsung, Huawei and others have forged with smartphones didn’t exist before the iPhone created a revolution.

The iPad completely redefined what a tablet computer was. Before the iPad, tablets were more than an inch thick and weighed close to 2kg.

But that happened by looking forward and making what others said was impossible, possible. Not by producing pretty $429 product brochures looking at ‘the good old days’.

One Comment

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  1. Joe BArber says:

    Its such a pity that Apple ignored a great Australian coffee table book called The Iconic. Worse still is Australian media not promoting the Aussie book which is by far (as owner of The Iconic but flicked through Apple Book) – the Iconic is far superior in every respect.

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