Apple announced the release of a new hardcover book titled, “Designed by Apple in California,” a photo book containing 450 pictures of product designs spanning over 20 years, dedicated to the memory of Steve Jobs.

Designed by Apple

The Sleek and Raw iDesign of the Book iS Breathtaking

Apple iS known for the lustful and visually stunning designs and have dominated the market for decades now and the world goes gaga over whatever leaves the Apple design laboratory.

With chief lieutenant Johny Ive iN charge, Apple has produced some of the most memorable products of all time, and many of which will possibly go down in the design of the century categories. The recent Smart Battery Case steals the show, although we’re not betting on it:

Nominee for the Best Smart Case Design of the Year 2016

Despite the phenomenal design work and several courageous decisions the Cupertino company takes to advance technology and the human race, it faces a barrage of criticism, mostly of which are uncalled for and sometimes too harsh.

The Apple Photo Book is no exception. thinks the book is crazy and reckons you shouldn’t pay Apple to advertise it’s own products. The Verge’s comment section makes it look like the book is a joke. Engadget subtly hints that the company behind the iPhone has no modesty. TechCrunch feels that Apple praising itself is not cool. The list is endless.

What these short-sighted critics have failed to realize, though, is one simple fact:

Apple just reinvented the book!

With ‘Designed by Apple in California,’ the company has ushered in a new era, and it’s changed the way our tech-enthused race will look at books. Finding it hard to digest? Here’s why we think that Apple has reinvented the book:

It’s a Revolution in Book Design

Not only has Apple reinvented the book, it’s also revolutionized the way we perceive a book. Humans have, since ages, been used to reading books. Although reading can be good, it’s not taking us anywhere.

Since the dawn of the civilization, there has been no innovation in books, but with Apple’s Photo book, things have changed.

You don’t just read it, you marvel at it. You gape at it, you swipe the pages, and you feel them. You get lost in the brilliance that the book is. Like innovation pushes us forward, this book no longer requires you to read. The only reading you get is the wisdom-laden foreword by Johny Ive:

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.

After that, it’s more than 400 pages of just pictures. Reading is old school. And Apple has found a way to teach you everything about design through an innovative process of looking. Just like the headphone jack in iPhone 7, Apple feels that words aren’t necessary for understanding or learning.

Buy our book, I’m from Apple

Johny Ive in a Private Interview

“At Apple, we have always strived for innovation and excellence. We revolutionized the laptop industry with iBook, then made it almost lustworthy with the Macbook lineup.

“Now, we’ve outdone ourselves. From our most advanced technology-induced labs comes the … Apple Book. With 450 pages of high-resolution images you probably already have on your computers, Apple has reinvented the book. You don’t need a charger or port to make the book work and it’s way ahead of its time. For $300, it’s a bargain for students of design.”

This is foresight from a company that has been known for “reinventing” (read, copying) ideas for over 2 decades now. Which other company would be so considerate of students to price their new release at such an affordable price-point? Students have $300 lying in spare all the time, so of course they can get this book for reference without a worry.

Apple’s game is getting stronger by the day. With the recent release of the new Macbook Pro with TouchBar, an original idea that Lenovo ThinkPad X1 Carbon copied in 2014, the Cupertino giant is living up to the legacy of the great Steve Jobs.

TouchBar 2016

ThinkPad Touch Strip – 2014 (BUSTED)

Turn over in your grave Mr. Steve, Tim Cook and company have overshadowed you, something you thought was not possible. They know how to milk their customers better than you did. You must be proud of them.


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