【1999 Archives】

When Apple's head of design speaks999 Archives 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.

SEE ALSO: An Apple fan just saved you $300 (Apple Book not included)

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.

Original image has been replaced. Credit: Mashable

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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Ive's involvement is vocal perfection gently but firmly nudging you to "buy the history of Apple, damnit."

And even if you don't buy Ive's direct endorsement of the book, what the video does offer is a rare look at Apple's secretive design lab.

We see everything from groups of designers brainstorming to technical work being done in a futuristic clean room.

Still, even opening up Apple's rarely seen design lab and adding Ive's authoritative British lilt to the equation, it's still a pretty hard sell to get us to part with $300 for what we can see here for free.

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