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

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.