This is not, a priori, not even the “Next Big Thing” from Apple. While rumors of the Atlantic, lend themselves to the group in california plan to launch, beginning in 2018 at the earliest, augmented reality glasses , he lifted the veil Tuesday on its new product, it is already possible to order on its official website and that will be delivered from Friday.
Made of paper, running without a battery and costing less than $ 300, – a rarity in the galaxy, and Apple only the iPod Touch and the accessories are sold at a low price, this new entrant is… a book. More precisely, a ” pictorial history book “, that is to say, a catalog, looking back on nearly 20 years of products “made in Apple” and which is titled ” Designed by Apple in California “.
Of the iMac in 1998, the first iPhone in 2007 through the pen of 2015 : in all, nearly 300 pages and 450 photographs, works of Andrew Zuckerman, highlight all of the products marketed by Apple. From top to bottom, front, profile…
A price of up to 299 euros
” This is a design book, this does not apply to the design team, the creative process or the development of products “, takes care to clarify Sir Jonathan Ive, the star designer of Apple and craftsman major renaissance of the company at the apple chewed, alongside the late Steve Jobs.
as the flagship product of the american company, the iPhone, the book “Designed by Apple in California” is available in two sizes, and two different rates. The format “26 * 32.4 cm” is sold 199 euros, while the version of “More “” 33 * 41,3 cm “, returns it, and 299 euros.
members of Product Hunt – a site that list all the outputs of products, tech, games, etc – have ironisé arguing that they were going to wait for Apple, so the ” S ” version the next year – in even-numbered years, the group has launched its new model (iPhone 4 in 2010, iPhone 5 in 2012, iPhone 6 in 2014), and the odd-numbered years, it is the declination of it (iPhone 4S in 2011, iPhone 5S in 2013, the iPhone 6S in 2015), and have also deplored its cost, ” shameful “.
No trace of the first Macintosh
Most curious, “Designed by Apple in California” is dedicated to the memory of Steve Jobs, but it is clear that this catalogue does not cover the 21 first years of the history of Apple, therefore neither the creation, in 1976 – that he co-founded with Steve Wozniak – or the launch of the first Macintosh in 1984. Events that would have yet deserved a good place in a timeline tracing the history of the group.
The choice of the range 1998-2015 corresponds, however, to the years in which Sir Jonathan Ive has become famous and has seen its role and functions expanded within the firm to the apple. This is also the author of the introduction to this catalogue. “Now that Apple has reconsidered its approach in respect of cars, (stand-alone : ED) , a passion for Yve, the timing of this book – both at the level of the period it covers, as of the date on which it comes out – is certainly curious,” pointed out Ben Thompson, a tech analyst at Stratechery, said the “Financial Times” .
A tribute to Jonathan Yve ?
For memory, Jonathan Ive, had traded in may 2015, his clothes of “senior VP of design” to those of “chief design officer” . Which had been interpreted by the u.s. press as a slight upgrade to the gap of the star designer of Apple to the profit “two vice-presidents in charge of design, Richard Howarth and Alan Dye, which will resume live on the design of the branches software and hardware, ” noted the website Business Insider in may 2015 .
This collection of his work can also be interpreted as a tribute. This is not necessarily always a good sign in a group where the founder has said : “If you want to live your life in a creative way, as an artist, it doesn’t take too much looking back. ”
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