Last month, Apple introduced a new hardbound photo book called "Designed by Apple in California," chronicling 20 years of Apple product designs. A video starring Jony Ive accompanied the book on Apple's website, and Apple has now shared that video on YouTube.

In the video, Apple design chief Jony Ive talks about Apple's design team, the design studio, and Apple's work on prototyping products before moving on to talk about the book itself. "You understand the nature of an object so much more when you understand how it came to be. The book tells dozens and dozens of stories," Ive says.


"Designed by Apple in California" features more than 450 photographs of Apple products from the 1998 iMac to the 2015 Apple Pencil, documenting the materials and techniques used by Apple's design team over the last two decades.

The book is available exclusively from Apple.com and Apple retail stores, and is available in two sizes: small for $199 and large for $299.

Top Rated Comments

sshambles Avatar
78 months ago
"We're a small design team. One of the things we've learnt, is the importance of listening"

Like, when customers ask for battery size to outweigh the need to make things marginally thinner?
Score: 27 Votes (Like | Disagree)
Mitch1984 Avatar
78 months ago
I hear the next book is gonna be thinner.
Score: 25 Votes (Like | Disagree)
TimWillz Avatar
78 months ago
Did the new Magic Mouse with lightning port in the bottom make it in?
Score: 20 Votes (Like | Disagree)
ipedro Avatar
78 months ago
I'm tired of this ****.
MacRumors used to be a place of Apple enthusiasts who understood the company and celebrated it. Now, it's just a bunch of complainers.
Score: 18 Votes (Like | Disagree)
mgollaher92 Avatar
78 months ago
A trailer for a book. What a time to be alive.
Score: 18 Votes (Like | Disagree)
TheIguana Avatar
78 months ago
MacRumors used to be a place of Apple enthusiasts who understood the company and celebrated it. Now, it's just a bunch of complainers.
The complaining you describe is symptomatic of more than just trolling though.

I was having this argument with a colleague today... the jist of it was Apple has always been arrogant, but that arrogance has been directed in ways that in the end led to a direction that benefited many. The Apple of today has in many ways lost that direction. The direction that produced so many products that were on the combined edge of design and engineering.
Score: 17 Votes (Like | Disagree)

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