Straying away from the usual release of a latest phone, tablet or laptop, Apple announced it will be releasing a photo book titled “Designed by Apple in California”.  The book takes a look back at Apple’s 20 years of colorful, innovative and interesting designs of its various products like the first iPhone and the first Apple Watch.


The book is hardbound and contains 450 photos of past Apple products from the 1998 iMac to last year’s Apple Pencil.  “Designed by Apple in California” also shows the different materials, processes and techniques which the Apple Design team have employed over 2 decades.  Photography was done by Andrew Zuckerman.

According to Apple, the book is dedicated to it’s late CEO and founder, Steve Jobs.


“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.”

Jony Ive, who also wrote the book’s foreword had this to say:

While this is a design book, it is not about the design team, the creative process or product development. 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.

The book will be available in 2 sizes and printed on specially milled, custom-dyed paper with gilded matte silver edges, using eight color separations and low-ghost ink. This linen-bound, hardcover volume was developed over an eight-year period. It is published by Apple.

Pricing for the 2 book sizes will be as follows:

Small (10.20” x 12.75”)  $299

Large (13” x 16.25”)

The book will be sold in most Apple Stores.