Apple announced a photo collection looking back over the past 20 years of design "Designed by Apple in California", Mr. Ive talked about what was put in there?

A photo album created by Apple on the theme "Looking back over the 20 years of Apple Design"Designed by Apple in CaliforniaWe released on November 16, 2016. Pictures that covers the products of the past 20 years that the aim of Apple Design was embodied and also records the materials and technologies that Apple's design team used over the last 20 years of innovation Johnny Ive, who led the company's design at the collection, talks about the meaning included in the photo album in the interview of Casa Brutus magazine.

Apple (Japan) - Apple Press Info - Looking back over 20 years of Apple Design "Designed by Apple in California"
http://www.apple.com/jp/pr/library/2016/11/15-Designed-by-Apple-in-California-Chronicles-20-Years-of-Apple-Design.html

This photo album covers from iMac of 1998 to Apple Pencil of 2015, and features of the product are featured largely as follows.


It is not an exaggeration to say that the smartphone era has ended, the first iPhone photos too.


Also released in 2015 Apple Watch (Series 1). 450 photos taken in a simple style by photographer Andrew Zuckerman are used, and Apple's design process is contained together with the appearance of the product.


Apple press release says, "This photo album is dedicated to Steve Jobs' memories." The exclusive interview that Johnny (Jonathan) Ive told Casa Brutus magazine, which has evolved Apple Design with Mr. Jobs, is also released on YouTube.

"Designed by Apple in California" Chronicles 20 Years of Apple Design - YouTube


According to Mr. Ive, Apple's design studio is "the workshop" itself. A model or prototype of the product will be produced from the initial design.


In this photo album, the design changes and changes that Apple 's design team continued are recorded.


If products are made and know the way ... ...


"I will be able to better understand the essence of the product," Ive said.


"From the countless stories this book conveys ..."


"We can understand the momentum at that time and what we learned"


In this photo album, it is also interesting that not only the product itself, but also photographs such as processing tools to cut the main body of iPhone 5 are stored.


For designers like Mr. Ive, "design" is a work that will create future products, and it is extremely rare to look back on past designs this time. On the meaning of this book Mr. Ive mentioned in the preface of the photo album as follows.

Although this is a design book, it is not a book about design team, creative process or product development. This is an objective representation of our work, and that is what we are telling us as a result. This book depicts our way of working, values, interests, and goals. We wanted to be evaluated not by what we always talked but by what we did.

Regardless of the degree of success, we are always trying to make casual looks. It is inevitable that it is very simple, clear and can not be done otherwise.

Two kinds of this photo album are small (about 26 × 32 cm) and large (about 33 × 41 cm) are available in a lineup, and are subjected to exclusive dyeing by applying "gold foil matting silver edge" made in a special manufacturing process , 8 color separation and low ghost ink are used for printing. It is a photo album of hard covers bound with flax thread, and it is said that 8 years have passed since the development of this book.


The price of "Designed by Apple in California" is 20,800 yen for small and 30,800 yen for large. In Japan, handling started at Apple Ginza and online store from November 16, 2016, and real things are supposed to be exhibited at Apple Ginza.


Mr. Ive's interview can also be read on the following page.

Dedicated to Steve Jobs, Apple's first design book. Jonathan Ive exclusive coverage | Casa Brutus
http://casabrutus.com/design/31827