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 it 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 allows us to achieve
A much more harmonious relationship between individual elements
We also incorporated a whole new palette of colours
Distinct functional layers help establish hierarchy and order
And the use of translucency gives you a sense of your contexts
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
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 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 Centre
Once swipe on any screen opens up a set of useful controls
And Notification Centre 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 of each of your photos
The Photos app uses this information to intelligently organise your pictures
Like 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 worlds largest app marketplace
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's not in your contacts
They can just activate AirDrop and you can send them files too
Safari's redesigned user interface
Lets you see more of your content
Starting with full screen browsing
The unified search field helps simplify searching
And has a new view for your bookmarks
And also a new way to see your Safari tabs
Siri is now even more helpful and more informative
With integrated Twitter and Wikipedia
And with new male and female voices,
Siri sounds better than ever
OK, I found this on Wikipedia
And, Siri can assist you in new ways
By doing things like changing the settings on your iOS device
OK, 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