Apple launches “Designed by Apple in California” – a $299 book!
Are we plain stupid? No? Well, looks like Apple think so! No, I am not saying it as an iPhone hater or Android fan. This thought is a simple reaction to the latest Apple product launch – a printed book for a whopping $300. Yes you read that right the Cupertino giant recently (November 15, 2016) announced a book named “Designed by Apple in California”. The hardbound book is actually a chronicle of Apple products launched in the past 20-years depicted by 450 photographs. But wait, don’t get excited to read your favorite Apple product story – because there is none in the book. It is actually an Atlas type of book with high-quality photos only.
In Apple’s own words –
“Designed by Apple in California,” which covers products from 1998’s iMac to 2015’s Apple Pencil, also documents the materials and techniques used by Apple’s design team over two decades of innovation.
Dedicated to the memory of Steve Jobs, the book illustrates Apple’s creative inspiration and thinking.
“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.”
Did you read the last line? A photographs-only book serving as a “resource” for students of design disciplines. Really? Most (I think all) of the pics provided in the book are already available online. Then what is new and what is the use? And without a single word on the “design philosophy” what students will learn from this book? God or Apple knows only. And a lavish $300 price tag for students? Seriously?
A book or a “Brand advertising brochure”?
Other than a foreword, the book apparently contains no text. Honestly Apple has set industry standards by many of it’s products over the years. Unfortunately there’s no insight into the design philosophy of any such product. No background or detail on their approach towards design or how it evolved over time. There is nothing in words how Steve Jobs worked on or influenced product designs. So for $300 you are getting a brochure consisting of Apple products photos shamelessly advertising themselves at your table or desk. In other words, it’s a US$300 book of advertisements. It’s a branding vehicle.
The book will be available starting today (November 16), online exclusively via Apple.com in select countries (US, UK, Australia, France, Germany, Taiwan, Hong Kong, Japan, Korea) and offline via select Apple stores. It will be available in 2 sizes small ($199) and large ($299).