It's Official: Apple Thinks All Its Customers Are Idiots

Apple launched a new photo book that tells us all about the story of design at Apple with pictorial representations of all their products through 20 years.

Apple's newsroom recently announced the launch of its new product “Designed by Apple in California” and it’s nothing but a book with pictures.


Apple today announced the release of a new hardbound book chronicling 20 years of Apple’s design, expressed through 450 photographs of past and current Apple products," the company announced

Titled “Designed by Apple in California,” the hardbound book chronicles nearly 20 years of designs of all its products — from 1998’s iMac to 2015’s Apple Pencil. It also documents the materials and techniques used by Apple’s design team over two decades of innovation.

“The book is dedicated to the memory of Steve Jobs,” stated the tech giant’s press release.

Chief designer, Jony Ive, described the book as "a gentle gathering of many of the products the team has designed over the years," and hoped that it would serve as a "resource for students of all design disciplines."

The newest collection to Apples product line costs $300, consists of 450 illustrations of various designs and has no words.

Now, according to Apple, the book is supposed to be a special holiday treat. 

But is it?

Granted, Apple has some pretty amazing designs over the years and they have made great products that sprang to fame because of their usability and design — after all, the original iPhone started a mobile revolution. Oh, and let’s not forget the iPod that did wonders for the music industry.

However, is it fair to ask your clients to scoop $300 to buy a coffee table book, (read: big fat Apple poster) that has nothing but pictures?

What is even more mind-boggling is the fact that no one knows why the book was launched. It is a supposed tribute to Jobs, yes, but there’s no mention of his influence on these designs. The pictures don’t have any insight about the design philosophy, whatsoever. 

This book is nothing but a marketing of their best designs, for which the clients are supposed to pay $300, who wants a big fat apple ad on their coffee table anyway? Understandably, there has been much debate on social media after the company announced the launch of its new book.

“Apple has taken this revolutionary theory to yet another old technology, books! Apple is bringing books back to America by removing the biggest waste of design space, the words!” said one user on Reddit.

“Apple has come up with such a frivolous take on creativity because its users like to throw away money,” said another user.

“I like how the people defending it very quickly go from saying why it's worth $300, to saying "people will buy it" to admitting "Apple sells it for that price because their customers like to throw money away" to saying "Yes I waste money on frivolous sh**!" said the redditor.



Banner/Thumbnail Credit: REUTERS, Benoit Tessier

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