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Watch: Apple’s awkward promo video for £169 book, starring Jony Ive


Jony Ive ponders his relevance in latest Apple video

It seems that the ludicrously priced coffee table book Apple released last month wasn’t sufficiently self-gratifying. So now there’s an equally cringe-worth promo video to go with it.

When Apple unveiled its £169 ‘Designed by Apple in California' book, we were horrified. But we found comfort in the fact that surely no one with any degree of common sense would buy it.

Unfortunately, Apple seems convinced that it’s onto a winner here, and has rolled out Chief of Design Jony Ive to sing the book’s praises – which are in short supply. In a new video titled ‘Apple – Designed by Apple in California’, Ive waxes lyrical about the book, ‘Designed by Apple in California’, describing how he designs things at Apple…in California.

Now we’ll admit that our first assumption was that he’d mostly be talking a load of wishy-washy nonsense. But he actually talks about some really interesting stuff, including “the importance of listening” and how “ideas are extremely fragile”. Our favourite of Ive’s insights is as follows: “Ideas are not predictable in terms of when you’ll have them, and how many you’re going to have.”

Design students, take note: that’s the sort of wisdom that’ll net you a personal fortune of $130 million. And just think of how many expensive Apple picture books you could buy then.

Check it out:

If you missed the original book reveal, here’s a recap: ‘Designed by Apple in California’ is a book that contains a series of photographs of Apple products between the iMac (1998) and the Apple Pencil (2015). There are 450 photographs of past and current Apple products included in total, which was, at the time, described by Ive to be a “gentle gathering” of devices – whatever that means.

It all sounded lovely; a heartwarming trip down memory lane, hand-in-hand with Apple’s lovable British design chief. But the kicker was the price, with the ‘Small’ version starting at £169 ($199), and the ‘Large’ version costing an incredible £249 ($299).

If you’ve taken leave of your senses, you can still get the Apple book in time for Christmas by purchasing online – deliveries are free, and expected to arrive on Monday, December 19 if you order today.

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What do you think of Apple's £169 book? Let us know in the comments.

Hamish Campbell

December 15, 2016, 12:10 pm

Wouldn't even one rather a book on design (with words) by Sir Ivey-boy? That book just looks like a catalogue.

cheese king

December 15, 2016, 3:08 pm

this wont be surprise to most, apple have been clambering around inside their own butts for years, with a butt already full of turds something had to give / make room, so this got shat out.

Mr Men

December 15, 2016, 7:32 pm

Tech company sells a paperback book? Sack whoever thought it was a good idea.
Should have been free PDF with discount voucher for something we neither want or need.
Having iPad and iPhone I have always thought imac and MacBooks are turds in glitter


December 15, 2016, 8:59 pm

If the most important thing for him is "listening"..... listen to this: stop opting for form over function, stop releasing prototype products like Apple Watch before they are finished, stop pricing your products out of reach of the average family, stop announcing new lines and then not having stock to satisfy demand and stop removing features. And while you are at it, stop with these masturbatory videos.


December 15, 2016, 10:40 pm

More arrogance from pathetic apple.


December 16, 2016, 12:21 am

A ridiculous level of pomposity, as you would expect from Apple and Jony Ive.

I'm trying to think of the last time Apple came up with something that truly impressed me, perhaps it was the multitouch UI on the original iphone, it was conceived by Fingerworks of course but Apple had the sense to acquire them make a touchscreen phone that could be used by my Grandma. That was nearly a decade ago.

G Annett

December 16, 2016, 4:34 am

Apparently they considered everything except how you're supposed to get the same (advertised) Macbook pro battery life with 30 - 40% less battery but no more efficient chips... *Physics* derp.

Plus all that BS about only USB C being courageous and forward looking, yet no way to upgrade RAM or hard drive when that USB C future arrives, no touch screen options. Ive, Cook et al are so full of it and themselves it makes me wanna puke. Pretentious much?

Apple, at least it's thin!


December 16, 2016, 8:23 am

Another lustful apple victory

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