Relaymedia

With Apple, $299 Can Buy You... A Book

( [email protected] ) Dec 02, 2016 10:08 AM EST
This week, Apple has released its first ever book-- yes, a book that is printed on paper-- to commemorate Apple's achievements in the last 20 years.
"Designed by Apple in California" is now available in eight countries. iMore.

This week, Apple has released its first ever book-- yes, a book that is printed on paper-- to commemorate Apple's achievements in the last 20 years. The book is dedicated to Apple's late co-founder Steve Jobs.

Entitled "Designed by Apple in California," the book's price range is not far off from the company's electronic products. It is currently sold for $199 for the smaller version at 10.20 by 12.75 inches, and for $299 for the larger version at 13 by 16.25 inches.

All versions are hard bound, covered in linen, with each page printed on custom-milled-and-dyed paper using low-ghost ink and the eight-color separation technology. Each page is also adorned with matte silver edges.

The book contains 450 photos of Apple products within the last two decades, captured by Andrew Zuckerman, the famous American filmmaker, and photographer known for his ultra- real-looking subjects propped up against white backgrounds.

Jony Ive, Apple's Chief Design Officer, says of the book, "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 (the products) exist while serving as a resource for students of all design disciplines."

Some analysts praise Apple's publication saying the book is a reinforcement of Apple's phenomenal stand today and how humbly it began. Charles King, the Principal Analyst at Pund-IT, a US-based advisory company, says that the new book "reminds people just how great your products are, thus justifying their happiness and your success."

Tim Bajarin, President of Creative Strategies, says that the book is a good way to help people understand Apple's design philosophy, which "in many ways still sits at the heart of technology and its future."

Others see nothing special with the publication. As Larry Chiagouris, a marketing professor at Pace University says, "Companies will occasionally publish books about their history." But he adds that the kind of book Apple just published is meant for employees and investors, not consumers. Chiagouris is also critical of the book's price offering, saying that Apple is taking advantage of its millions of die-hard fans who are willing to shell out $299 for a book.

Bajarin sees otherwise, saying that the book can be a resource for design professionals who want to take inspiration in Apple's work. He also adds that the book is intended for a narrow audience.

"Designed by Apple in California" is currently available in eight countries on Apple.com and selected retail stores.