This is a book with very few words. It is about our products, their physical nature, and how they were made. While this is a design book, it is not about the design team, the creative process, or product development. It is an objective representation of our work that, ironically, describes who we are. It describes how we work, our values, our preoccupations, and our goals. We have always hoped to be defined by what we do rather than by what we say. The actual products are, of course, incontrovertible. We have attempted to develop an approach to representing them that is equally impartial. The photography is analytical and spare, free from personal voice and its consequent subjectivity. We begin this archive with the translucent iMac of 1998, and we conclude with the Apple Pencil of 2015. We have not included all our work in the interim, only those products that seem significant, that demonstrate learning, or for which we simply have affection. The decision to...
Live in the future and make something insanely great.