This £240 Book is Absurdly Narcissistic, Even By Apple's Standards

By Aatif Sulleyman on at

Apple’s only gone and created a new product that’s even less appealing than the Apple Watch. The company’s released a book -- yes, a book -- called Designed By Apple in California, and it’s stomach-churningly narcissistic.

It comprises page after page after page of pretty pictures of Apple products, alongside breathy descriptions. The 16.25 x 13in book also costs a scarcely believable $299 (£240), though a smaller version, measuring 12.75 x 10.2in is available for $199 (£160). For that much, you'd at least expect some rhyming bits.

According to Apple, the images are printed on “specially milled, custom-dyed paper with gilded matte silver edges, using eight color separations and low-ghost ink.” In what can only be an attempt to deflect some much-warranted criticism, Apple also stresses that the book is dedicated to the memory of the late, great Steve Jobs.

The juicy cherry on top of the great big wank cake came from Jony Ive, who dropped a fairly embarrassing bombshell in an interview with Wallpaper.

“Many of the products that you see, we actually had to go out and purchase,” he said. “It's a rather shameful admission, but it's just not an area that we really invested much time or energy in, so we started to build an archive of the physical products.”

Apple losing its way? No chance... [Wallpaper]