The Approach to Representing Apple Products and the Importance of Care

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This chapter explores the approach to representing Apple products through impartial photography, including the inclusion of significant products in their archive, the collaboration between different design groups, and the strive for simplicity and clarity in their products.

In 2016, Apple published a limited edition anthology, chronicling the last 20 years of Apple's designs simply titled Designed by Apple in California. The book is dedicated to the memory of Steve Jobs.

“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.”

The book was written and curated over an eight-year period by Jony Ive and features photos by award-winning photographer Andrew Zuckerman. All of the photos were shot in a deliberately spare style that has become a hallmark of Apple's design aesthetic. The books 450 images illustrates Apple’s design process as well as its finished products.

Chapters‍

(00:00) Introduction‍

(01:19) Designed by Apple in California‍‍

(03:13) Objective Representation of Work‍‍

(04:11) Collaboration and Design Process‍‍

(05:05) Evolution of Forms and Materials‍‍‍

(06:05) Simplicity and Communication‍‍‍

(‍07:01) Dedication to Steve Jobs‍‍‍

(08:24) Book Overview‍‍‍

(09:51) Johnny Ive's Perspective

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Who is Steve Jobs? Wisdom From The Man Who Built Apple, NeXT, and Pixar

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