“Apple’s Design Has Always Spoken for Itself”

Here WIRED introduces yet another amazing creation from Apple.

APPLE’S NEW BOOK, Designed By Apple In California, is as much an Apple product as the gadgets it documents. It took eight years to develop, is bound in white linen, and printed on “specially milled, custom-dyed paper with gilded matte silver edges.” You really can’t help but hear the description in Jony Ive’s voice.

The book, conceived of and published by Apple, is a glossy $300 (that’s for the plus size; it’s $200 for a smaller version) tribute to the last 20 years of the company’s industrial design legacy, and to its progenitor, Steve Jobs. Photographer Andrew Zuckerman shot the 450 pages of products in Apple’s signature stark style—white background, high saturation—even turning the messy act of prototyping into minimalist glamour shots.

Yes, it’s a grandiose-sounding thing to say. Designed By Apple really is, after all, a book filled with pretty pictures of pretty objects. But Ive’s got a point. Apple’s design has always spoken for itself—now there’s a book to remind you of that.