We have always thought of design as being so much more than just the way something looks. Its the whole thing the way something actually works at some many 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. Its about bringing order to complexity.
iOS 7 is a clear representation of these goals. It has a whole structure that is coherent and its 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 achieve much harmonious relationship between individual. We also incorporated a whole new palette of colors. Distinct, functional layers help to establish hierarchical order. And the use of translucency gives you a sense of your context. This playings combined with new approach of animation and motion to creates a new 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've tried to create an interface that is unobtrusive and differential. One where the design recedes and in doing so actually elevates 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 an experience that people know very well, and actually add to it to make it more useful, to make it more enjoyable.
In addition to 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 lockscreen, with a new added glance of your day. Multitasking lets you jump from app to app much more intuitively
It actually pays attention on which app you use the most and automatically keeps your content up to date in a background. The new camera app introduces a new level of ease and versatility now you can to swipe between modes from video, to still, to square, while using a new pallet of filters. Your iPhone know the time and location to each of your photos. The photos app uses this information to intelligently organize your pictures by clustering them into 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 now the largest marketplace. iOS 7 features popular near me - a new way to find accurate collection of apps based on the current location. AirDrop makes it easy to share to people near you, when you've got something you want to share AirDrop shows you the 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 the full-screen browsing. The unified searchfield help simplify searching and there's a new view for your bookmarks and also a new way to see Safari Tabs.
Siri is now even more helpful and informative. We've integrated Twitter and Wikipedia. And with new male and female Siri's sounds better than ever. Siri: Okay I found this on Wikipedia. And Siri can assist you in a new ways by doing things like changing a settings on your iOS device. Siri: Okay, Bluetooth is on
iTunes radio is a great way to discover a music. We've created many featured stations drawing from the best selections of songs online. Its easy for you to create your own stations. And when you hear something you'd like to purchase, its 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 broad range of expertise from designing to engineering. With what we've been able to achieve together, we see iOS 7 as defining and important new direction, and in many ways a beginning.
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