Modern technology gives us many things.

Take a look inside Apple’s premium new coffee table book about design

Apple has just published a new book that celebrates 20 years of the company’s iconic designs and the materials and methods used to create their popular products.

The coffee table book is called “Designed by Apple in California” and is dedicated to the memory of Steve Jobs – the company’s co-founder who passed away in 2011.

“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 book contains 450 images shot by photographer Andrew Zuckerman.

Apple made a name for itself by making design as important as features and functionality for its products and it is this creed that has carried the company to where it is today.


“While this is a design book, it is not about the design team, the creative process, or product development,” Ive says in the book’s foreword.

“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.”

Designed by Apple in California is available in two sizes (small – 260mm x 324mm and large – 330mm x 413mm) and is printed on specially milled custom dyed paper with gilded matte silver edges, using eight colour separations and low-ghost ink.


The books go on sale today and customers can take a look at the book in Apple Stores where it is sold.

They are priced at $289 (small) and $429 (large) and are available in the following locations: Apple Regent Street and Apple Covent Garden in London; Apple Opera in Paris; Apple Kurfürstendamm in Berlin; Apple ifc mall and Apple Canton Road in Hong Kong; Apple Ginza in Tokyo; and Apple Sydney.


In the United States: Apple SoHo, Apple Fifth Avenue, Apple Upper East Side, Apple Williamsburg and Apple World Trade Center in New York; Apple The Grove in Los Angeles and Apple Third Street in Santa Monica; Apple North Michigan Avenue and Apple Lincoln Road in Chicago; Apple Northpark in Dallas; Apple Union Square in San Francisco; Apple Palo Alto and Apple Infinite Loop in Cupertino.