In November 2016, Apple released a book that captures the essence of two decades of design innovation. Entitled “Designed by Apple in California”, this volume quickly became a cult object for fans of the Californian brand.
What the Apple Book Contains
The book, dedicated to the memory of Steve Jobs, offered a visual journey through the history of Apple. Its hosted pages 450 photographs of iconic products, from the revolutionary iMac of 1998 to the versatile Apple Pencil of 2015. These images, captured by renowned photographer Andrew Zuckerman, featured a deliberately understated style that showcased the elegance of Apple designs.
It was not a common book. Published by the brand itself, every detail has been carefully taken into account. It was printed on specially manufactured paper with a custom tint, featured matte silver borders and used eight color separations for faithful reproduction of the products. Available in two sizes, small and largeits creative process spanned eight years, reflecting the company’s characteristic attention to detail.
Exclusivity was an integral part of its appeal. It could only be purchased on the brand’s website and in some Apple stores, with pprices which varied between 199 and 299 dollars or eurosdepending on size. This limited distribution, as well as its subsequent discontinuation, helped elevate its status as a collector’s item.
A complete statement of intent
In the book’s introduction, Jony Ive Apple Design Director revealed the essence of Jobs’ legacy: “The idea of genuinely trying to do something great for humanity was Steve’s motivation all along, and it remains our ideal and goal as Apple is looking to the future.”
The story of “Designed by Apple in California” didn’t end with its launch. About three years later, in 2019, The book has been removed from the official Apple store in the United States, although it was still available in other countries. This move only increased its appeal among collectors and fans.
The weight of the book, particularly the large version which was around 5 kg, recalled the importance the strength of Apple’s design heritage. But perhaps the most surprising thing is its history on the second-hand market. What started as a luxury book costing hundreds of dollars has become a coveted item fetching astronomical prices. Oddly enough, copies have been seen on platforms such as eBay for as much as $11,000, a price 37 times higher than its original price for the large version.
“Designed by Apple in California”, or “the Apple Book”This goes beyond the category of a simple photo album. It is a visual chronicle of Apple’s impact on industrial design and a tribute to the vision of Steve Jobs. I wanted to buy it and now, if I decide to take the plunge, I will have no choice but to loosen my wallet, but not at this crazy price that some people want to cash in on.
