For a long time now, promotional videos where something is explained about an Apple product have been starring Jony Ive, the first CDO of the company now run by Tim Cook. This is how we have seen, among many other things, how the famous designer's voice-over tells us about how well designed an iPhone is or the innovation of the Apple Watch. Jony Ive's last appearance has been in the last posted video on Apple's YouTube channel under the name of Designed by Apple in California.
The famous phrase, which we can read behind any iPhone, is also the title of a book in which we can see 20 years of Apple design in pictures. At the time, Tim Cook and company published this video in some Japanese media, but it was not until this week that they also uploaded it to their YouTube channel.
Jony Ive talks about the reasons for the launch of the book Designed by Apple in California
In the previous video we can hear the Apple chief designer talking about the reasons why they released this apple design book. According to Ive, the book shows unpredictable changes in terms of design and capture «amazing transitions and shocking changes«. On the other hand, it also explains that designers live in the future and that it is not very common to see them take a step back to celebrate something they did in the past.
Designed by Apple and California collects 20 years of Apple designs through 450 photographs of our products and the process that was used to make them. A visual history spanning from the iMac to the Apple Pencil, this hardcover volume is both a testament and a tribute to the meticulous design, engineering and manufacturing processes that are uniquely Apple.
What is clear is that listening to Jony Ive, as in his day to Steve Jobs, it seems that whatever they comment is the most important, perfect and innovative thing in history. This time they talk about the design, but I would be surprised if they promised they were proud of the iPhone 5C case with its tic-tac-toe holes, the humped battery case or the Magic Mouse 2 which cannot be charged and used at the same time.