Well, this was unexpected…
A short time ago, Apple released a new product; no, it isn’t a computer, in fact, it isn’t electronic at all. It’s a book, and a beautiful book at that. Titled Designed by Apple in California, the book chronicles the last 20 years of Apple product design, with a suave introduction by none other than Chief Design Officer Jony Ive. The photos were taken by Andrew Zuckerman.
Upon hearing of the book, I knew that I had to have it. I already possess Iconic: A Photographic Tribute to Apple Innovation, by Jonathan Zufi, and that does a fantastic job of tracing Apple’s entire product history. A book by Apple, however, is unique and intriguing. It is both a product in its own right and an ingenious marketing tool.
Apple’s own effort, eight years in the making, is somewhat different from Iconic in the sense that it only focuses on the last 20 years. Apple doesn’t often look back, as many analysts have noted. In this case, however, it has looked back to the point of Apple’s metaphorical ‘rebirth’, with the return of co-founder Steve Jobs. The book is even dedicated to him.
Before even opening the packaging, it’s a product to behold. The outer packaging is in fact a part of the overall book product, acting as a protective cover and with an elegant Apple product decoration on the inside.
Apple’s signature pull-tab on the box, which tears cleanly down the middle of the packaging
Packaging that functions as part of the product
An elegant, ‘whole-book dust jacket’, so to speak…The design of this book is very impressive, as it uses ‘specially milled German paper with gilded matte silver edges’. These page edges beautifully mimic the aluminium sheen of Macs’ unibody enclosures.
Even the ink on the inside has been considered, as certain product images act differently under direct light. Take, for example, the first product that is featured: the iMac from 1998. The computer’s translucent plastic body remains matte on the page, whilst holes in the body and chrome finishes reflect light as the page is turned. This is an outstanding effect, and one can’t help but think of the more skeuomorphic design that was used in earlier versions of OS X and iOS. These printed images behave like the real-world products that they represent, just as digital buttons, icons and finishes once represented the real. This style was eventually replaced with the more minimalistic, flat design that we know today, but it makes complete sense now in a book that attempts to showcase design, without the actual products in front of the reader.
The photo doesn’t do it justice, but notice the shininess of the blue in contrast to the matte white.If you’re curious to have a closer look at this hardcover book, you’ll have to visit one of only a selection of Apple stores. I visited the Sydney store on George Street, where both the large and small versions were displayed on custom book stands close the Apple Watch tables.
The small version, which I purchased, cost AU$289. Whilst quite expensive, the price is ultimately reflected in the quality of the product. Check out the book online here.
Some analysts and fans are concerned about the amount of retrospection that Apple has been doing of late (e.g. the recent MacBook Pro reveal video). I’m not concerned, in fact, I’m excited. Apple’s strength has always been in communicating its brand and product stories, and this is another way of doing precisely that. The company is recalling its past and understanding where its successes (and failures) lie.
Looking back at this company’s past makes me even more excited about its future.
