On February 21, Apple printed a design book called "Designed by Apple in California" in 2016, one large and one small, priced at $299 (1920 yuan) and $199 respectively, and now the book is out of print, and the price on the Internet has been speculated to more than 20,000.
"Designed by Apple in California" uses eight color separations and low-weight inks printed on specially ground custom-dyed paper with gold-plated matte silver edges. This linen-bound hardcover book took 8 years to produce.
Apple made the book at no cost and was so demanding that almost no factory could take the order, and in the end only China's Artron made it, and the book is now out of print.
"Designed by Apple in California" covers everything from the iMac in 1998 to the Apple Pencil in 2015. For Chinese mass consumers, the first Apple products to be exposed to may be the iPod, iPhone 3GS and iPhone 4.
In Xiao Lei's memory, the first Apple phone he came into contact with was the iPhone 4, and the small size could easily achieve one-handed operation. Jobs has said that 3.5 inches is the best size for a phone. At that time, the thumb of the right hand can easily reach the back button in the upper left corner. But with the development of the times, especially the advent of the video era, people cannot be satisfied with watching videos on a 3.5-inch screen, and the size of the iPhone has also become larger and larger.
Although the size of the iPhone is constantly changing, Apple still adheres to some of its own design philosophy, such as the front of the iPhone should be as symmetrical as possible, and the back cover should be as simple as possible.
After the departure of Apple's design director Jony Ive, Apple's design philosophy seemed to be gradually moving closer to functionality. Taking the latest MacBook Pro as an example, its base is beginning to become thicker and heavier, no longer having the beauty of the past. But Xiao Lei believes that as long as the foundation of Apple's redesign is in, even if some products become more functional, Apple's aesthetic will still be online, and continue to bring consumers aesthetic products.