Apple design chief Jony Ive ‘really’ wants you to buy that damn book

When Apple’s head of design speaks, Apple fans and design pros alike listen closely. Which is why a video promoting Apple’s new book and starring Jony Ive is getting more attention than a normal product spot.

Since the announcement of the $300 book, “Designed by Apple in California,” Apple has received a few choice shots over the high price of what some are calling nothing more than a nicely bound product catalog.

Image: apple via youtube

But now that Ive has stepped forward to lend his trademark British elocution to the reasoning behind the book — at one point even flipping through its pages in the video — it suddenly seems book may be less a fanboy catalog than an Apple design bible. …

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Via: Mashable: Marketing

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