Designed by Apple in California book (2016)

Released in November 2016, Designed by Apple in California was a photo book that documented 20 years of design at Apple. The book contains 450 photos depicting products from the original 1998 iMac to the original Apple Pencil released in 2015. The book “also documents the materials and techniques used by Apple’s design team over two decades of innovation.”

In the book’s foreward, Jony Ive, Apple’s Chief Design Officer, stated:

“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… We strive, with varying degrees of success, to define objects that appear effortless. Objects that appear so simple, coherent and inevitable that there could be no rational alternative.”

The book itself was described by Apple:

Designed by Apple in California is available in two sizes and printed on specially milled, custom-dyed paper with gilded matte silver edges, using eight color separations and low-ghost ink. This linen-bound, hardcover volume was developed over an eight-year period. It is published by Apple.”

The large book measured 13 x 16.25 inches and was sold for $299. The small book was 10.20 x 12.75 inches and was sold for $199. The book could be purchased at and at selected Apple Stores, including Apple SoHo, Apple Fifth Avenue, Apple Upper East Side, Apple Williamsburg and Apple World Trade Center in New York; Apple The Grove in Los Angeles and Apple Third Street in Santa Monica; Apple North Michigan Avenue in Chicago; Apple Lincoln Road in Miami; Apple Northpark in Dallas; Apple Union Square in San Francisco; Apple Palo Alto and Apple Infinite Loop in Cupertino.

This example is the large version of the book, unopened in its original box. I purchased this book at the Chicago Apple Store on Michigan Avenue.

Source: Apple

Twentieth Anniversary Macintosh (1997)

The Twentieth Anniversary Macintosh, sometimes referred to as the “TAM,” is a truly unique Macintosh.

It featured a 250 MHz PowerPC 603e processor, 32 MB of RAM, a 2.0 GB hard drive, a vertical 4X CD-ROM drive, S-video input, TV/FM Radio capability, a floppy Superdrive, and a custom Bose-designed speaker system. The TAM uses a unique ADB (Apple Desktop Bus) keyboard with an integrated trackpad and Italian leather palm rest. It did not ship with a mouse. The TAM includes a base unit that houses a subwoofer and the computer’s power supply, connected by a thick cable.

When powered on, the TAM plays a startup chime unique to this computer.

Apple manufactured 12,000 Twentieth Anniversary Macintosh computers and released 11,601 of them. When first offered, the price was $7,499. Halfway through its product cycle, Apple dropped the price to $3,500. When the product was discontinued in March 1998, the price dropped to $1,995.

When released, the Apple website devoted six full web pages to the TAM. One page boasted “Concierge Service” for TAM owners that described a “Three-Year Limited Hardware Warranty,” “Three-Year Call Telephone Support,” and a setup service:

“On-Site Setup. Apple will arrange to have your TAM delivered to your doorstep. A trained field technician will set up the hardware and basic software, make sure the system is operational, and answer questions you may have about the system.”

Another webpage highlighted the use of the TAM in the 1997 movie Batman and Robin (that also featured the eMate 300).

The Twentieth Anniversary Macintosh was created to celebrate April 1, 1996, the twentieth anniversary of the day that Steve Jobs, Steve Wozniak, and Ronald Wayne formed Apple Computer. The TAM was announced on March 20, 1997.

The TAM was among the first design projects involving Jonathan Ive, Apple’s long-time CDO (Chief Design Officer).

The release of the Twentieth Anniversary Macintosh marked the appearance of Apple’s first all-in-one desktop computer to use a flat panel display. Another all-in-one flat panel Apple desktop would not be released until 2002 when the first flat panel iMac was released.

Sources:,, Apple at