Apple goes analogue

Submitted by: Print Power 31/05/2017

The world’s largest technology company made a surprising move just before Christmas and launched their brand new product: a book. 

Article taken from Print Power Magazine Issue 13

Titled Designed by Apple in California, the luxurious hardbound publication features 450 images spread across 300 pages, chronicling the company’s world-changing range of products, from the 1998 iMac to the 2015 Apple Pencil. “This archive is intended to be a gentle gathering of many of the products the team has designed over the years,” says Apple Chief Design Officer Jony Ive in the introduction. “We hope it brings some understanding to how and why they exist, while serving as a resource for students of all design disciplines.” Printed on “specially milled, custom-dyed paper with gilded matte silver edges, using eight colour separations and low-ghost ink” it comes in two sizes, with the small version costing $200 and the large $300. 

Moreover, a new report has concluded that readers of the national press spend 40 minutes on average with their favourite newspaper, compared to just 30 seconds with the online version. This is the first piece of research to comprehensively account for the time spent reading newspapers as opposed to mobile devices.
Munich and City University academic Neil Thurman has analysed a number of studies to estimate the amount of time people read various news brands in print and online, and found that overall, 88.5% of total reading time is spent in print versus 11.5% online. “Although online editions have doubled or tripled the number of readers national newspapers reach,” says Thurman, “this increased exposure disguises the huge differences in attention paid by print and online readers. Scale those numbers up and you can see why newspapers still rely on print for the vast majority of the attention they receive.” This follows a report by the News Media Association, which found that the main UK national newspaper publishers made 88% of their revenue from print against 12% online.  “It looks like revenues match audience attention closely,” said Thurman. “This would make sense – after all, as Benjamin Franklin said, ‘time is money.’”

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