I was recently given a copy of ‘ICONIC: A Photographic Tribute to Apple Innovation’ by Jonathan Zufi to review. I’ve spent the past week poring over it in my spare time. As I turned each page, I felt mesmerized and pleasantly surprised by the book’s high-quality photography of historical Apple products.

Which is odd. I’m not one for coffee table books. At least, that’s what I initially mistook ‘ICONIC’ for. I like to read books with stories that have something to say, or have something to do with science, engineering or history; in short, I prefer books that spark my imagination. Yet, that’s exactly where ‘ICONIC’ hooked me.


iconic_logo_v3

‘ICONIC’ is a giant, heavy slab of a hardcover divided into 6 chapters and 340 pages. Inside, you’ll find a phenomenal collection of photographs of Apple products beginning with the Apple 1 era and ending around the 2012 iMac. The six chapters are: Desktops, Portables, Peripherals, iDevices, Prototypes (my personal favorite) and Packaging. ‘ICONIC’ indeed turned out to be the ultimate coffee table book, but there’s substantially more to it than that. It’s a pictorial history of over 30 years of industrial design evolution and pursuit of technical excellence. As Richard Attenborough’s character John Hammond repeatedly states in Jurassic Park, the author and publisher appear to have ‘spared no expense’ to produce this homage to Apple Innovation. ‘ICONIC’ is every bit as impressive as the Apple products it explores.

Accompanying the pictures are quotes from the likes of Steve Wozniak, Steve Jobs, Nolan Bushnell, Andy Hertzfeld and their contemporaries. The book doesn’t attempt to narrate the history of Apple Computer. Mr. Zufi has wisely left that tired road for others to trek and has instead found a Zen-like approach to presenting his vision in pictures. ‘ICONIC’ was four years and over 150,000 pictures in the making, and it shows. I imagine it was an excruciating task to settle on the final set of photos for the book.

My only complaint is trivial and hardly worth mentioning. I would like to have seen more pictures from the Apple II era placed within the book, but I admit I’m biased in that regard. Still, I completely enjoyed ‘ICONIC’ and recommend it highly.

Beyond Apple fanatics, ‘ICONIC’ will appeal to anyone with a love for elegant industrial design. So much attention to detail is captured, you may discover something new each time you open its pages.

You can order ‘ICONIC’ from the book’s website at http://iconicbook.com/purchase or from Amazon.