Fifteen years later, the Apple Cards origin story

In 2011, Apple introduced the Cards app, which allowed users to design custom letterpress cards with messages and photos, which Apple then shipped to the recipient. This project, known as Speed Racer, was spearheaded by Steve Jobs himself. However, the journey of the Cards app was fraught with challenges and mishaps. Apple first introduced the app to my site, Macworld, and I criticized them for not highlighting that the cards were printed on 100% cotton paper.

Despite resigning from my position, I still receive requests to remain anonymous due to concerns of angering Apple. The origin of the Cards app involved working with a printing company that had previously handled Apple's iPhoto print products, such as calendars and books. This company, which handled Apple's in-box production of documentation, was chosen as Apple's exclusive partner for their print products after a previous photo printing partner was let go.

The company also had operations in the Czech Republic and Japan to handle the high order volume, especially during holiday seasons. In 2010, Apple introduced a new product, codenamed Downieville, which aimed to offer fine letterpress printing on cotton stock. This required the printing company to work with a shop in upstate New York that had two dozen restored Heidelberg Letterpresses from the 1850s.

Steve Jobs reportedly wanted an app that allowed users to send thank you cards directly from their iPhones. The project, which was initiated by Steve Jobs himself, was completed and launched during the final year of his life. The app was built and launched in 2011, and it offered new designs and letterpress templates, distinct from the ones in iPhoto.

Apple worked closely with the US Postal Service and the Czech Post to ensure that the cards were printed and shipped according to their specifications. This included using invisible barcodes that were only visible under UV light and designing a custom heart-shaped stamp for the cards. Despite the challenges, Apple aimed to make the card delivery process a human-powered one, emphasizing the importance of personal touch.