Apple chronicles 20 years of design in new book

Apple is celebrating 20 years of design from its in-house team in a book of 450 photographs of past and current Apple products.

Designed by Apple in California, available today, showcases products from the 1998 iMac to the 2015 Apple Pencil, photographed by Andrew Zuckerman. It documents the materials and techniques used by Apple’s design team over the two decades.

The technology giant revolutionised design brought ground-breaking design concepts with its Macintosh in 1984 and iPhone in 2007. Apple designs now extend to the iPad, Apple Watch and Apple TV and four software platforms – iOS, macOS, watchOS and tvOS.

The book is a tribute to the meticulous and finite processes of the brand's design, engineering and manufacturing. And true to style, every page remains utterly minimalist, with each product solely positioned in front of a stark white background. Andrew is also known for this style in his photography and film of the natural world.

Apple chief design officer Jony Ive says the book, dedicated to Steve Jobs, is intended explain why and how many of the Apple products exist, as well as serving as a resource for students of all design disciplines.

At Apple the design team is small, but they've create 3D models and prototypes together for around 20 years. Jony says designing and making should be inseparable, and some of the best ideas can come from the quietest voice.

“This book captures a point in time of incredible transitions and quite shocking change,” he says. “You understand the nature of an object when you understand how it came to be.”

 In the book’s foreward he writes: “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 printed on specially milled, custom-dyed paper with gilded matte silver edges. The hardcover book was developed over an eight-year period. It comes in two sizes.

The 260x324mm version is available for £169 (US$199), and the 330x413mm version for £249 ($299) only from Apple stores.

The book will be on display in certain retailers in major cities across the globe, including London’s Apple Covent Garden and Regent Street.

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