Jony Ive speaks on means and methods of 'Designed by Apple in California' book
In an interview about the new "Designed by Apple in California" coffee-table book, Apple Chief Design Officer Jony Ive speaks about how the title was composed, documentation of the processes used to build the products in the book, and Apple's history.

"Because we've been so consumed by our current and future work we came to realize we didn't have a catalogue of the physical products," Said Ive to Wallpaper. "So about eight years ago we felt an obligation to address this and build an objective archive."
Ive confesses that many of the products in "Designed by Apple in California" didn't come from the Apple archives, but had to be purchased from collectors and other sellers, as preservation is "not an area that we really invested much time or energy in" until now.
In the course of production, the team, including Ive, realized that the only way to do the project the way they wanted to was to treat the entire project like it was a piece of hardware that they were working on.
"There were a few things we needed to do to accurately and objectively portray these products. Of course, many of these products are white, so the off-the-shelf printing processes really didn't do an adequate job in describing the color and surface of those products," said Ive. "Unsurprisingly we ended up developing custom forms of paper and custom inks."
Over the course of development, photography improved. Near the end of production, photographer Andrew Zuckerman reshot every single product, to keep "that perfect consistency" through the entire book.

"The other reason was to do with the fact that many people don't really have much of a sense of how their manufactured environment came to be." explained Ive. "One of the things we wanted to do was try and explain as clearly as we can - through photography - how you transform a raw material into a product that you recognize and hopefully use as a daily tool."
Ive noted that the book is ending up in the hands of "all the major design colleges in the world." Being explicit in the processes used in the construction of the Apple aesthetic is key to Ive and team as an "educational resource" for future designers.
"Designed by Apple in California"?will be available beginning Wednesday, November 16 in select Apple retail stores or online, in small (10.20" x 12.75") for $199 and large (13" x 16.25") for $299.

Early iPod in the cockpit of Space Shuttle OV-105 Endeavour, as seen in "Designed by Apple in California"
"Because we've been so consumed by our current and future work we came to realize we didn't have a catalogue of the physical products," Said Ive to Wallpaper. "So about eight years ago we felt an obligation to address this and build an objective archive."
Ive confesses that many of the products in "Designed by Apple in California" didn't come from the Apple archives, but had to be purchased from collectors and other sellers, as preservation is "not an area that we really invested much time or energy in" until now.
Looking back complicates the present
In the course of production, the team, including Ive, realized that the only way to do the project the way they wanted to was to treat the entire project like it was a piece of hardware that they were working on.
"There were a few things we needed to do to accurately and objectively portray these products. Of course, many of these products are white, so the off-the-shelf printing processes really didn't do an adequate job in describing the color and surface of those products," said Ive. "Unsurprisingly we ended up developing custom forms of paper and custom inks."
Over the course of development, photography improved. Near the end of production, photographer Andrew Zuckerman reshot every single product, to keep "that perfect consistency" through the entire book.

Why now?
"We asked ourselves, 'What is the value of a book like this, when most people know these objects so intimately already?" asked Ive. "First, to see the objects out of their functional context. Next, to see them in a context of the subsequent products and hopefully how we have learned as a team how technology shifts, moves and evolves.""The other reason was to do with the fact that many people don't really have much of a sense of how their manufactured environment came to be." explained Ive. "One of the things we wanted to do was try and explain as clearly as we can - through photography - how you transform a raw material into a product that you recognize and hopefully use as a daily tool."
Ive noted that the book is ending up in the hands of "all the major design colleges in the world." Being explicit in the processes used in the construction of the Apple aesthetic is key to Ive and team as an "educational resource" for future designers.
"Designed by Apple in California"?will be available beginning Wednesday, November 16 in select Apple retail stores or online, in small (10.20" x 12.75") for $199 and large (13" x 16.25") for $299.

Comments
i want a new Mac Pro, not a coffee table book!
How are they giving any secrets away? All the products have or are in production.
Idiot!
You'll run yourself into an early grave the way you're going. No amount money or whatever value you have on your AAPL shares is worth your constant complaining. Give yourself a break. Take up daily meditation or something. I never in a million years thought I'd need it but for 9 months now I meditate once or twice a day. You might try it. Might calm down your need to control the world for a while and improve your health. Life's too short. All this giving out isn't getting you anywhere. Have a think about it.
The greatness of this plan is two fold - 1) You can continue doing exactly what you are already doing but you'd be reaching a much wider audience, and 2) We don't have to keep reading your highly predictable negative rants at the top of every single thread. It has nothing to do with agreeing or disagreeing with your point of view anymore. It is that your wing flapping and screeching is so piercing and high maintenance. People here don't want to debate with you - they just want you to be quiet.
In addition to that, if it's a limited edition, beautifully bound and typeset, using quality materials, it'll be worth a helluva lot more than the asking price down the road.
A book, with photos!! Give me a break!!!!
Focus, innovate!!
The new MacBook Pro is a joke!!!!!
welcome, troll. please find your updated FUD packets under your seat.
Just to give you a comparison of what their competition is providing. Dell has upgraded their workstations twice in this time and I could get a dual 18 core E5v4 (36 cores total) Dell for less than what apple is charging for their 12 core E5v2 that is 2 generations behind. That isn't even their top of the line. Dell, HP and others offer, dual 22 cores (44 cores total) with state of the art graphics cards.
You ask what we need this kind of power for. We do Architectural 3D renderings and trust me, we can use as much power as you can give us. There is always another level of realism to achieve and/or speed of getting work out quicker. To me your comment is no different then when Bill Gates said "who need more than 640k"
When my wife isn't watching, I'm going to purchase this book and have it available for people to see. From what I saw in the movie, it's a work of art and should be treated as such.