It was back in November 2016 that Apple announced a special product. One that no one really expected. A book. This new book covers products from 1998’s iMac to 2015’s Apple Pencil, and also documents the materials and techniques used by Apple’s design team over two decades of innovation. In this post, I just wanted to show you what it looks and feels like, since in Apple fashion, it is on the expensive side of things and most people will not want to spend this much on a book. It starts at $199 (US) in small (10.20” x 12.75”) and goes up to $299 (US) in large (13” x 16.25”) format . I bought myself the small one, and believe me, the small one is still pretty big and heavy 😉 Let’s dive right in!
Let me start with a quote from the press release Apple wrote for the book.
“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.”
When you first get the book, it is in a cardboard box. To open it, you use the same pull tab you get on an iMac box . This is what it looks like:
When you open this cardboard box, the actual book is in another wrapping. This wrapping is white/gray on the outside but on the inside it has shapes of Apple products and accessories. Nicely done Apple! It’s also, for me, something that sets Apple apart from other companies. They really care about everything, even the packaging and unboxing experience is beautifully designed and engineered.
When you open this wrapping you get your first look at the book itself. It’s linen-bound with a very subtle and simplistic Apple logo which is ‘pressed’ onto the front. The title can be found on the spine of the book, it is also pressed in, not printed.
Apple uses custom-dyed paper with gilded matte silver edges. This gives the book a cool and expensive look. It also complements the all white appearance.
When you actually open the book, you’ll see the title of the book, in very small letters at the top of the page. The entire book is written in San Fransisco, the font Apple uses for everything from marketing to the letters on the keyboard of your iPhone. The next page is a special one. I personally got goosebumps when I read this(Sounds silly, I know…. 😉)
Dedicated to Steve Jobs. Which I think is a beautiful gesture from Apple. Steve is deep in their DNA, and I think you can feel this in the book as well. The simplicity of the white pages and the incredible quality of the printing would’ve definitely made him smile…
The next page behind this one is a foreword written by Jony Ive. He is the SVP of Design at Apple and leads both hardware and software design but for most of the products you see in this book, he was SVP of Industrial Design. Back then Ive was focused on hardware engineering and not on software, which I believe made him more hands on than he is now. Not that that’s a bad thing, not at all, I just wanted to put it our there.
After this, you get an index and then, the fun starts. I took a few shots of my favorite pages.
Thanks for reading and enjoy!