In an exclusive interview with a Japanese design website Case Brutus, Apple’s design guru Jony Ive has talked about the motivation behind the company’s new hardcover photo book titled “Designed by Apple in California”, which details 20 years of Apple’s iconic designs, shown in 450 pictures of past and present products. In the accompanying video, Ive also gives us a rare glimpse into Apple’s secretive design studio.
Ive reveals in the interview that the idea behind the photo book was his, with everyone supporting it. He also said that there is no particular product that he has worked on at Apple over the last two decades that was a turning point in Apple’s design.
Looking closely at the video, you can catch glimpses of a number of MacBook and iPhone prototypes that never made it to the manufacturing line. You can also see Apple’s designers in action relentlessly working to perfect their design. Check it out and tell us what you think: