We have always thought of design as being so much more than just the way something looks.
It’s the whole thing the way something actually works on so many different levels.
Ultimately of course, design defines so much of our experience.
I think there is a profound and enduring beauty in simplicity, in clarity, in efficiency.
True simplicity is derived from so much more than just the absence of clutter and ornamentation. It’s about bringing order to complexity.
iOS 7 is a clear representation of these goals. It has a whole new structure that is coherent and is applied across the entire system.
We’ve considered the tiniest details, like refining the typography, to much larger ones, like redesigning all the icons.
And developing a grid system, allowed us to achieve a much more harmonious relationship between individual elements.
We’ve also incorporated a whole new palette of colors.
Distinct, functional layers helped us establish hierarchy and order.
And the use of translucency, gives you a sense of your context.
These planes, combined with new approaches to animation and motion create a sense of depth and vitality.
The iPhone responding to your movements, drives the parallax, to create a whole new experience of depth.
In many ways, we’re trying to create an interface that is unobtrusive and differential.
One where the design recedes, and in doing so, actually elevate your content.
Even the simple act of changing your wallpaper has a very noticeable effect on the way your iPhone looks and feels across the entire system.
While iOS 7 is completely new, it was important to us to make it instantly familiar. We wanted to take in experiences that people know very well and actually add to it, to make it more useful, to make it more enjoyable.
In addition to the redesigned user interface, iOS 7 comes with some great new features and enhancements.
Now, the controls you want to access quickly are all in one convenient place with control center.
One swipe from any screen opens up a set of useful controls.
And Notification center is now available from the lock screen, with the new at-a-glance view of your day.
Multitasking let you jump from app to app much more intuitively.
It actually pays attention to which app you use the most, and automatically keeps your content up to date in the background.
The new camera app introduces a new level of ease and versatility. Now you can just swipe between modes, from video to still to square, while using a new plate of filters.
Your iPhone know the time and location for each of your photos. The photos app uses this information to intelligently organize your pictures by clustering them in the moments and collections.
And now with iCloud photo sharing, friends and family can contribute their own photos and videos to your shared albums.
With over 800, 000 apps, the app store is the world’s largest app marketplace. iOS 7 now features popular near me, a new way to find curated collection of apps based on your current location.
AirDrop makes it easy to share with people near you. When you got something you want to share, AirDrop shows your contacts close by. Just select who you want to share with, and AirDrop does the rest.
And if someone is not in your contacts, they just activate their AirDrop, and you can send them files too.
Safari’s redesigned user interface let you see more of your content starting with full screen browsing.
The unified search field helps simplify searching, and there is a new view of your bookmarks.
And also a new way to see your Safari tabs.
Siri is now even more helpful and informative, with integrated Twitter and Wikipedia.
And with New male and female voices, Siri sounds better than ever.
And, Siri can assist you in new ways, by doing things like changing the settings on your iOS device.
iTunes radio is a great way to discover new music.
We created many featured stations, drawing from best selection of songs online.
It’s easy for you to create your own stations.
And when you hear something you want to purchase, it’s just a tap away.
iOS 7 brings with it the most significant changes that we’ve made to the user interface since the introduction of the very first iOS.
To create it, we brought together a board range of expertise from design to engineering.
With what we’ve being able to achieve together, we see iOS 7 as defining an important new direction, and in many ways, a beginning.