Frog Design's Hartmut Esslinger Reveals Early Apple Designs in New Book

MacRumors · Dec 28, 2012, 08:35 AM

Designboom (via The Verge) today got a hold of some photographs of early Apple computer designs from Hartmut Esslinger's new book, Design Forward.

Esslinger founded Frog Design, the company that Apple partnered with in the 1980s and '90s to come up with a design strategy. Frog Design was responsible for the Apple IIc, which led to the "Snow White" design language that persisted in Apple products through 1990.

This was the stylization that originally included off-white or platinum coloration, vertical and horizontal stripes for decoration, and a three-dimensional logo inlaid into the product case.

Frog Design also worked on several other prospective Apple products, which were never manufactured, including a telephone/tablet hybrid deemed the "Macphone," a simple, small-screened computer with a wireless mouse and keyboard, named the "Baby Mac," and a set of tall, space-aged computers called "Macintosh Studies."

Macphone

Baby Mac

Macintosh Studies

Designboom has a full range of pictures of 10 different conceptual product designs available, along with a few excerpts of text from the book.

Design Forward, Esslinger's Book will be released on January 16, 2013.

Article Link: Frog Design's Hartmut Esslinger Reveals Early Apple Designs in New Book

bushido · Dec 28, 2012, 08:46 AM

the baby mac looks cute ^^

kjs862 · Dec 28, 2012, 08:48 AM

Some really nice designs!

Imac Sam · Dec 28, 2012, 08:59 AM

But are they thinner and lighter????

r2shyyou · Dec 28, 2012, 09:06 AM

Quote:

Originally Posted by MacRumors

Baby Mac

Quote:

Originally Posted by bushido

the baby mac looks cute ^^

Agreed! Awesome looking little machine.

Quote:

Originally Posted by Imac Sam

But are they thinner and lighter????

Drunken Master · Dec 28, 2012, 09:15 AM

Awesome!

I had seen photos of the Baby Mac before, but not the others.

The first iMac's face looks a lot like a colored, pinstriped version of the Baby Mac's face. That thing looks so cool.

A lot like the Dieter Rams Atelier TV set for Bruan.

j.dstasio · Dec 28, 2012, 09:19 AM

Very cool!

Attonine · Dec 28, 2012, 09:35 AM

It's interesting to see that many ideas were present a long time ago. A phone, tablet, a small mac. Ideas that took up to another 20 years to become products. Really shows how definite Steve Jobs was in his ideas of what technology should be doing. It will be interesting in another 20 years to have a similar look at products Apple is working on now, are they still as forward thinking, is it possible to still be as forward thinking?

spb3 · Dec 28, 2012, 09:50 AM

this guy looks like Lincoln.

troop231 · Dec 28, 2012, 09:56 AM

Quote:

Originally Posted by spb3

this guy looks like Lincoln.

I think you may be on to something:

brianbobcat · Dec 28, 2012, 11:00 AM

Quote:

Originally Posted by MacRumors

...a simple, small-screened computer with a wireless mouse and keyboard, named the "Baby Mac,"...

I want to know what wireless technology they would've used for the mouse and keyboard all the way back then. It's not like wifi and Bluetooth were things yet, much less commonplace.

Oohara · Dec 28, 2012, 11:04 AM

Baby Mac is beautiful :O

Can't help but wonder how Macs would have looked today if they had actually released that thing. I would have bought in a second.

AQUADock · Dec 28, 2012, 11:12 AM

Quote:

Originally Posted by brianbobcat

I want to know what wireless technology they would've used for the mouse and keyboard all the way back then. It's not like wifi and Bluetooth were things yet, much less commonplace.

I don't think they would have been wireless if they were actually released.

troop231 · Dec 28, 2012, 11:20 AM

Quote:

Originally Posted by brianbobcat

I want to know what wireless technology they would've used for the mouse and keyboard all the way back then. It's not like wifi and Bluetooth were things yet, much less commonplace.

It probably would've used Infrared technology like that used in TV remotes.

AQUADock · Dec 28, 2012, 11:27 AM

Quote:

Originally Posted by troop231

It probably would've used Infrared technology like that used in TV remotes.

Infrared would be too slow for a keyboard and mouse and would need them to be facing the computer directly.

GoCubsGo · Dec 28, 2012, 11:28 AM

That baby Mac is pretty awesome. I think the idea of IR tech sounds plausible for wireless.

Mactendo · Dec 28, 2012, 11:38 AM

Baby Mac looks like the first iMac! So it wasn't really a Johnny Ive creation, it was a frog design's legacy. Fantastic.
Designs look original and unusual but nice, and in 80s and 90s there were much more variation in design than in current Apple products.

madsh · Dec 28, 2012, 11:59 AM

Looks to me like all the designs are also shown in the book AppleDesign, The Work of the Apple Industrial Design Group. 1997
Using the word 'reweal' seems like a journalistic twist....

spacerays · Dec 28, 2012, 12:25 PM

Quote:

Originally Posted by brianbobcat

I want to know what wireless technology they would've used for the mouse and keyboard all the way back then. It's not like wifi and Bluetooth were things yet, much less commonplace.

RF like they still use in some logitech wireless mice with dongles?

likemyorbs · Dec 28, 2012, 12:41 PM

The Macphone would have been absolutely revolutionary in 1985. Too bad it never came to be. The people would have appreciated it.

macduke · Dec 28, 2012, 12:46 PM

Quote:

Originally Posted by brianbobcat

I want to know what wireless technology they would've used for the mouse and keyboard all the way back then. It's not like wifi and Bluetooth were things yet, much less commonplace.

Pretty sure I used a wireless RF mouse in the mid-90s. I remember being blown away, but it was pretty laggy, had to be pointed a certain way, and couldn't be more than about 12-18" from the receiver. So not practical. I imagine similar tech would be available in Apple's labs years before—but deemed terrible to use.

curmudgeon32 · Dec 28, 2012, 12:52 PM

Quote:

Originally Posted by brianbobcat

I want to know what wireless technology they would've used for the mouse and keyboard all the way back then. It's not like wifi and Bluetooth were things yet, much less commonplace.

These are just mockups. One of the pictures just has the keyboard mocked up out of foam or paper or something.

baryon · Dec 28, 2012, 01:21 PM

Wow! The Baby Mac looks freaking awesome, even by today's standards! And the iPhone came a longggggg way

NewbieCanada · Dec 28, 2012, 02:08 PM

Quote:

Originally Posted by brianbobcat

I want to know what wireless technology they would've used for the mouse and keyboard all the way back then. It's not like wifi and Bluetooth were things yet, much less commonplace.

IBM's PCjr had an infrared wireless keyboard in 1984. While the design of the keyboard was much maligned, it connected nicely if the signal wasn't blocked. Interestingly, it would also connect through a wired connection, something that would be quite handy on modern wireless keyboards.

Jessica Lares · Dec 28, 2012, 02:26 PM

The Baby Mac is awesome. Love how the keyboard looks so modern.

Dec 28, 2012, 08:35 AM	#1
MacRumors macrumors bot Join Date: Apr 2001	Frog Design's Hartmut Esslinger Reveals Early Apple Designs in New Book Designboom (via The Verge) today got a hold of some photographs of early Apple computer designs from Hartmut Esslinger's new book, Design Forward. Esslinger founded Frog Design, the company that Apple partnered with in the 1980s and '90s to come up with a design strategy. Frog Design was responsible for the Apple IIc, which led to the "Snow White" design language that persisted in Apple products through 1990. This was the stylization that originally included off-white or platinum coloration, vertical and horizontal stripes for decoration, and a three-dimensional logo inlaid into the product case. Frog Design also worked on several other prospective Apple products, which were never manufactured, including a telephone/tablet hybrid deemed the "Macphone," a simple, small-screened computer with a wireless mouse and keyboard, named the "Baby Mac," and a set of tall, space-aged computers called "Macintosh Studies." Macphone Baby Mac Macintosh Studies Designboom has a full range of pictures of 10 different conceptual product designs available, along with a few excerpts of text from the book. Design Forward, Esslinger's Book will be released on January 16, 2013. Article Link: Frog Design's Hartmut Esslinger Reveals Early Apple Designs in New Book
	1

Dec 28, 2012, 08:46 AM	#2
bushido macrumors 68040 Join Date: Mar 2008 Location: Germany, Europe	the baby mac looks cute ^^ __________________ '13 MacBook Pro Retina 2.5 GHz '13 MacBook Pro 2.54 GHz, C2D, 128GB SSD iPhone 5 (white & silver), 16GB iPad 3 white, 32 GB, Wifi+Cellular Apple TV 3
	13

Dec 28, 2012, 08:59 AM	#4
Imac Sam macrumors regular Join Date: Oct 2011 Location: Harrisonburg, Virginia	But are they thinner and lighter???? __________________ Imac(2011) 27 with 256Gb SSD, 1Tb Hd, and 24Gb RAM White Iphone5 64Gb; Ipad Mini 32gb, Ipad-2 32Gb; ATV-2 www.mountcrawfordweather.org
	2

Dec 28, 2012, 09:15 AM	#6
Drunken Master macrumors 6502a Join Date: Jul 2011	Awesome! I had seen photos of the Baby Mac before, but not the others. The first iMac's face looks a lot like a colored, pinstriped version of the Baby Mac's face. That thing looks so cool. A lot like the Dieter Rams Atelier TV set for Bruan. __________________ MUJI Fans 無印愛好者
	0

Dec 28, 2012, 09:19 AM	#7
j.dstasio macrumors 6502 Join Date: Jun 2009 Location: South Jersey	Very cool! __________________  A good mix of both black and white gadgets.
	0

Dec 28, 2012, 08:48 AM	#3
kjs862 macrumors 65816 Join Date: Jan 2004	Some really nice designs!
	1

Dec 28, 2012, 09:35 AM	#8
Attonine macrumors 6502 Join Date: Feb 2006 Location: UK	It's interesting to see that many ideas were present a long time ago. A phone, tablet, a small mac. Ideas that took up to another 20 years to become products. Really shows how definite Steve Jobs was in his ideas of what technology should be doing. It will be interesting in another 20 years to have a similar look at products Apple is working on now, are they still as forward thinking, is it possible to still be as forward thinking?
	1

Dec 28, 2012, 09:50 AM	#9
spb3 macrumors regular Join Date: Mar 2012	this guy looks like Lincoln.
	5

Dec 28, 2012, 11:04 AM	#12
Oohara macrumors 6502 Join Date: Jun 2012	Baby Mac is beautiful :O Can't help but wonder how Macs would have looked today if they had actually released that thing. I would have bought in a second.
	2

Dec 28, 2012, 11:28 AM	#16
GoCubsGo macrumors Nehalem Join Date: Feb 2005	That baby Mac is pretty awesome. I think the idea of IR tech sounds plausible for wireless. __________________ Because I'm an ahole.
	3

Dec 28, 2012, 11:38 AM	#17
Mactendo macrumors regular Join Date: Oct 2012	Baby Mac looks like the first iMac! So it wasn't really a Johnny Ive creation, it was a frog design's legacy. Fantastic. Designs look original and unusual but nice, and in 80s and 90s there were much more variation in design than in current Apple products.
	0

Dec 28, 2012, 11:59 AM	#18
madsh macrumors newbie Join Date: Jan 2002	Looks to me like all the designs are also shown in the book AppleDesign, The Work of the Apple Industrial Design Group. 1997 Using the word 'reweal' seems like a journalistic twist....
	1

Dec 28, 2012, 12:41 PM	#20
likemyorbs macrumors 68000 Join Date: Jul 2008 Location: NJ	The Macphone would have been absolutely revolutionary in 1985. Too bad it never came to be. The people would have appreciated it. __________________ "Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose." ~Steve Jobs
	0

Dec 28, 2012, 01:21 PM	#23
baryon macrumors 68020 Join Date: Oct 2009	Wow! The Baby Mac looks freaking awesome, even by today's standards! And the iPhone came a longggggg way __________________ Sent from my iPod Shuffle
	0

Dec 28, 2012, 02:26 PM	#25
Jessica Lares macrumors 68040 Join Date: Oct 2009 Location: Near Dallas, Texas, USA	The Baby Mac is awesome. Love how the keyboard looks so modern. __________________  Have You Hugged Your Mac Today? Daily Expressions \| Power Mac G5 \| Late 2011 13" MacBook Pro \| iPod Nano (7G) \| iPod Shuffle (2012) \| iPad Mini
	1

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