Mac book, whoa! Apple unveils $300 design tome

Who says Apple can't innovate? It takes genius to charge that much for a coffee table book

Call it the Macna Carta

Just in time for the holiday shopping season, Apple has unveiled its latest method for separating fanbois from their hard-earned money.

The Cupertino creator of Sherlock has released a hardcover printed book called Designed By Apple in California that showcases Apple hardware designs.

Sir Jony Ive says the book is aimed not only at Apple fans, but at students wanting to better understand Apple's own hardware design process.

"This archive is intended to be a gentle gathering of many of the products the team has designed over the years," said Ive. "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, replete with 450 images, will be offered in two sizes:

  1. A 10.20" x 12.75" version that sells for $199
  2. A 13" x 16.25" version that will set you back $299

It is, of course, dedicated to Steve Jobs.

The cloth-bound vanity project showcases Apple products sold from 1998 to 2015 (sorry, Performa fans) and is printed on "specially milled, custom-dyed paper with gilded matte silver edges, using eight color separations and low-ghost ink."

Apple says it will be selling the book online and through Apple Store retail locations, where it will also be on display for browsing.

If gilded matte edges and low-ghost ink don't do it for you, that $299 could also be spent on an iPad Mini 2, an Acer Chromebook, or 1/8th of a new MacBook Pro.

Says Sir Jony of the printed book his company thinks you should pay $300 to own:

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.

We couldn't agree more. ®

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