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♪
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 that 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
help 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've tried to create an interface
that is unobtrusive and deferential.
One way 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 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 a new at-a-glance view of your day.
Multitasking lets you jump from app to app
much more intuitively.
It actually pays attention to which apps you use 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 palette of filters.
Your iPhone knows the time and location
for 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 the world's largest app market place.
iOS 7 now features popular Near Me,
a new way to find a curated collection of apps
based on your current location.
AirDrop makes it easy to share with people near you.
When you've got something you want to share,
AirDrop shows you 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,
you just activate AirDrop
and you can send them files too.
The Safari redesigned user interface
lets you see more of your content
starting with full-screen browsing.
The unified search field helps simplify searching,
and there is a new view for 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.
[Siri: Okay, I found this on Wikipedia.]
And Siri can assist you in new ways,
by doing things like changing the settings
on your iOS device.
[Siri sounds: Okay, Bluetooth is on.]
iTunes Radio is a great way to discover new music.
We've created many featured stations
drawing from the best selection of songs online.
It's easy for you to create your own stations,
and when you hear something you'd like 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've brought together
a broad range of expertise from design to engineering.
With what we've been able to achieve together,
we see iOS 7 as defining an important new direction
and in many ways a beginning.