APPLE'S DESIGN CHIEF Jony Ive has narrated a promotional video designed to justify its Paperweight-as-an-Overpriced-Hipster-Tome (PaaOHT) "Apple - Designed by Apple in California" which as we revealed last month is a book costing more than many entry level 2-in-1 computers.
Ive tells us the book "captures a point in time of incredible transitions and quite shocking change". He goes on to explain: "You understand the nature of an object so much more when you understand how it came to be".
Well, we can't argue with you, Jony. In 2003 we bought "Turn on the Faucet" from the "Step Back Science" series, written by Lynn Brunelle, and ever since then we've had an overwhelming understanding of the nature of how when you turn on the taps, water comes out. Please. Take our hard earned £169.
The book contains 450 photos in a lavishly tooled volume which, Ive tells us means "you see momentum, you see learning".
Learning like "Apple Fanbois will buy anything", presumably.
But would Ive read it himself? Probably not. As he explains, "Of course as designers, you live in the future. It's not that we're not interested in the work we've done before, it's just that we're so consumed by what we haven't done yet".
Like justify the cost of the book.
If you still want a copy, first of all, HA HA HA HA HA HA HA - IDIOT.
Second of all, you can get it direct from Apple Stores like the Regent Street Magic Fairy Grotto.
Your £169 gets you a picture of some unfinished Apple products, on "specially milled German Paper" with silver edging and "low-ghost inks".
Also included will be a carrier bag to put on, and the optional extra of an INQ journalist coming round your house and writing "Pretentious Hipster Knob" on your forehead in indelible ink. µ
The White Helmets have already helped thousands of civilians to leave Syrian danger zones. Despite being targeted from both sides, there is no money for their medical bills or in some cases prosthetics from where they've sacrificed limbs to save others lives. Perhaps this is a better use of your £169? µ
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