Apple's 'Designed by Apple in California' Video Now Available on YouTube

[MacRumors]

Last month, Apple introduced a new hardbound photo book called "Designed by Apple in California," chronicling 20 years of Apple product designs. A video starring Jony Ive accompanied the book on Apple's website, and Apple has now shared that video on YouTube.

In the video, Apple design chief Jony Ive talks about Apple's design team, the design studio, and Apple's work on prototyping products before moving on to talk about the book itself. "You understand the nature of an object so much more when you understand how it came to be. The book tells dozens and dozens of stories," Ive says.

"Designed by Apple in California" features more than 450 photographs of Apple products from the 1998 iMac to the 2015 Apple Pencil, documenting the materials and techniques used by Apple's design team over the last two decades.

The book is available exclusively from Apple.com and Apple retail stores, and is available in two sizes: small for $199 and large for $299.

Article Link: Apple's 'Designed by Apple in California' Video Now Available on YouTube

 

[mgollaher92]

Oh jeez

 

[Bigsk8r]

Oh boy...

 

[Mitch1984]

I hear the next book is gonna be thinner.

 

[TimWillz]

Did the new Magic Mouse with lightning port in the bottom make it in?

 

[mgollaher92]

A trailer for a book. What a time to be alive.

 

[bladerunner2000]

How about a 'Manufactured in USA' video?

 

[sshambles]

"We're a small design team. One of the things we've learnt, is the importance of listening"

Like, when customers ask for battery size to outweigh the need to make things marginally thinner?

 

[dehydratedH2O]

How about a 'Manufactured in USA' video?

Here ya go

 

[sshambles]

I hear the next book is gonna be thinner.

Only because they're running out of ideas.

Ive: Make it thinner?
Tim: Genius!

Sure, this can applied to everything, ever.

 

[Toutou]

I'm tired of this ****.

 

[TheIguana]

Only because they're running out of ideas.

Ive: Make it thinner?
Tim: Genius!

Sure, this can applied to everything, ever.

If only there was someone to stand up to Cook and Ive in the product development meetings...

 

[bladerunner2000]

Here ya go

Not hard to manufacture a few of those a year. Nobody is buying that garbage.

 

[ipedro]

I'm tired of this ****.

MacRumors used to be a place of Apple enthusiasts who understood the company and celebrated it. Now, it's just a bunch of complainers.

 

[TheIguana]

MacRumors used to be a place of Apple enthusiasts who understood the company and celebrated it. Now, it's just a bunch of complainers.

The complaining you describe is symptomatic of more than just trolling though.

I was having this argument with a colleague today... the jist of it was Apple has always been arrogant, but that arrogance has been directed in ways that in the end led to a direction that benefited many. The Apple of today has in many ways lost that direction. The direction that produced so many products that were on the combined edge of design and engineering.

 

[mkeeley]

MacRumors used to be a place of Apple enthusiasts who understood the company and celebrated it. Now, it's just a bunch of complainers.

Apple used to be a company who understood their customers and were worth celebrating.

 

[Defthand]

In fairness, Jony and his teammates deserve credit for humanizing computer hardware and making it less of an eyesore. And the technical achievements are applaudable. Too bad the achievements are wasted/lost on the typical User.

 

[LordQ]

I'm surprised they did not charge for viewing the video.

 

[Sirious]

I'm really surprised they didn't release a digital copy of the book too. Seems logical as iPad would be a great device to see the high res images.

 

[Pootmatoot]

Did the new Magic Mouse with lightning port in the bottom make it in?

It was bumped for the metal Shuffle with no buttons.

 

[votdfak]

I for one enjoy this video and enjoy using Apple products. Opposition is awful.

 

[Billsofat]

Cool story Jony...but I'm not buying your lousy book!

 

[iCloudStrife]

"You understand the nature of an object so much more when you understand how it came to be. The book tells dozens and dozens of stories," Ive says.

Yeah. That's why there's literally no text in the whole book; no explanation of "how it came to be."

 

[ghost187]

Anyone have a PDF version of this?

 

[oplix]

I love how hypocritical that slogan is.