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Apple Must Seriously Think Their Fans Are Complete Morons

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Apple looks like it is testing the intellect of its loyal fanbase/customers with its latest product. On Tuesday, the Cupertino-based tech company announced a $300 Mac-book. No, really, it’s a $300 book. With nothing on it but pictures. And a foreword by Jony Ive.

Containing 450 photographs of Apple products from 1998 to 2015 that “chronicles” decades of Apple’s design, the coffee table book titled “Designed by Apple in California” will officially go on sale on Wednesday, November 16.

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The book, which is being marketed as a tribute to Steve Jobs, does look premium with the images done by photographer Andrew Zuckerman and nicely hard-bound in linen. It costs $199 for the small and $299 for the large variant.

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“This archive is intended to be a gentle gathering of many of the products the team has designed over the years,” Jony Ive said. “We hope it brings some understanding to how and why they exist, while serving as a resource for students of all design disciplines.”

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While it is undeniably cool to look at the evolution of Apple’s designs, don’t bet too much on Ive’s statements about the book  bringing forth some understanding and being a resource for students since there are no helpful insights or information to do that as it appears to not contain any other text aside from the title and the foreword.

Here’s an excerpt of the foreword:

“While this is a design book, it is not about the design team, the creative process or product development. It is an objective representation of our work that, ironically, describes who we are. It describes how we work, our values, our preoccupations and our goals. We have always hoped to be defined by what we do rather than by what we say.

“We strive, with varying degrees of success, to define objects that appear effortless. Objects that appear so simple, coherent and inevitable that there could be no rational alternative.”

The complete list of retail locations is on Apple’s website. For Asian Apple fans, the book can be found at Apple’s Taiwan, Hong Kong, Japan, and Korea websites.

If this becomes a hit, would it be far-fetched to expect a slightly updated version in a few months time?

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