The new iOS 7 is radically simplified, incredibly flat, colorful, and multi-layered. It is, according to Apple CEO Tim Cook, “the biggest change to iOS since iPhone.” And it may be one of the best things yet designed by Jony Ive, who announced iOS 7 in a short video at Apple’s World Wide Developer conference.
Ive didn’t offer a blow-by-blow account of details; he remained seated in the audience next to Laurene Jobs. Instead, his video comments served up a succinct design philosophy: “There is a profound and enduring beauty in simplicity. In clarity. In efficiency. True simplicity is derived from so much more than the absence of clutter and ornamentation. It’s about bringing order to complexity.” He could have said that in any of his videos about Apple’s hardware. But Ive was finally saying them about software, in his new role leading Apple’s interface design. Apple, in other words, is leaving behind iOS’s gaudy recent past in favor of the radical simplicity that made it the world’s most valuable company.
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