Last month, Apple somewhat surprisingly released a physical book called “Designed By Apple In California” chronicling 20 years of its product design. Coinciding with the launch, Apple shared a new video of Jony Ive discussing the book. At the time, Apple shared the video with a select Japanese magazine, but now Apple has uploaded the video to its own YouTube channel.
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In the video, Jony Ive discusses Apple’s motivation behind releasing a book. The Apple design chief talks of how the book showcases unpredictable changing in terms of design, capturing “incredible transitions and shocking change,”
Ive also explains in the video, which comes in at 2 minutes and 15 seconds in length, that designers live in the future and that it’s not often that they get to take a step back and celebrate past work.
Apple writes the following the video’s description:
Designed by Apple in California chronicles 20 years of Apple design through 450 photographs of our products and the processes used to make them. A visual history spanning iMac to Apple Pencil, this hardcover volume is both a testament and a tribute to the meticulous processes of design, engineering, and manufacturing that are singularly Apple.
Apple’s design book video can be seen below: