Apple unveils revolution to the way your iPhone and iPad looks: Company bosses show next generation software that 'ditches classic interface'
- Apple's latest iOS 7 software for iPhones and iPads takes a bold step away from previous versions by abandoning the use of textured paper and wood effects for icons
- It is the first software designed by London-born Sir Jonathan Ive since he took over from Scott Forstall in October last year
- The new 'clean and flat' design is the result of a huge power struggle between Ive and Forstall, who was behind Apple's iconic software look
- Critics say new design could backfire by confusing users, while others claim it loses Apple's distinct character in favour of a generic Android look
- iOS 7 will be available as a free update in the autumn
- Apple bosses also unveiled new music streaming service called iTunes Radio
- Two new MacBook Air models available from today with improved battery life
Apple has unveiled one of the biggest gambles in its history with a radical overhaul of its iOS software.
The new iOS 7 software has a ‘flat design’, but critics say the dramatic new look could backfire, confusing users - while others claim it simply looks like Google’s rival Android system.
It is the result of a huge power struggle within the company, which saw the previous head of iOS, Scott Forstall, outed in favour of British born-designer Sir Jonathan Ive, who oversaw the new software.
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The new iOS 7 software has what's been dubbed 'flat' look with fewer textures and a more monochrome look. The gradient textures on tabs have also been removed in favour of block colours. Users can now swipe from the left of the screen to go back and move between messages. When you slide across in any app you now get an options menu too
A selection of the new screens in Apple's iOS 7 software, which will be available as a free upgrade to iPhone and iPad users in the Autumn. From left to right is Apple's new streaming service iTunes Radio, Photos Moment, the new homescreen, Control Center and iBooks
APPLE IN NUMBERS
575,000,000 iTunes accounts.
Apple has paid developers $10billion since 2008.
Over 6 million registered Apple developers
Developer conference sold out in 71 seconds.
A million visitors to Apple stores each day, with 407 stores around the world, in 14 countries.
28 million copies of Apple's previous Mac OS Mountain Lion were shipped.
35 per cent of Mac users are on it.
Experts warned the radical makeover could confuse some users.
Jan Dawson, chief telecoms analyst at Ovum, said it ‘represents a massive overhaul of the look and feel of the operating system, which has remained largely unchanged visually since the original version.’
However, he said the changes could be too much.
‘The new version is almost unrecognisable, which will make it polarizing.
‘Some people will love that their phone feels new and different, while others will be disoriented by the newness.'
The iOS 7 design - which will be available in the autumn - is the first major change to the operating system since Ive was put in charge of software last October.
He was already in charge of industrial hardware designs for the iMac, iPhone and iPad but took over the software-side of the business from Scott Forstall following a power struggle within the firm.
Forstall was senior vice president of iOS software from 2007 - when the first iPhone launched - until last year when Apple announced he had resigned from his position.
Apple, under direction from head designer Sir Jonathan Ive, has removed the 'textured' design of its icons in iOS 7 in favour of simple, block colours. 'Installing iOS 7 is like getting a new phone, but one you can already use,' said Craig Federighi Apple's senior vice president of Software Engineering, pictured. 'We completely ran out of green felt and wood. That's got to be good for the environment'
The new Apple Control Center can be accessed from any screen in iOS 7, including the Lock Screen. It lets users quickly access settings, change their handset's brightness level, control playback and access AirPlay
Some of Forstall's responsibilities were then given to Ive and rumours suggested Forstall was forced to step down as software chief as part of Cook's apparent desire to remove anyone who had a good relationship with previous CEO Steve Jobs.
There were also rumours that Forstall and Ive couldn't be in a meeting together without Cook being there to mediate, although none of these claims have been substantiated.
In front of a packed audience of more than 6,000 Apple developers at San Francisco’s Moscone Centre, Apple CEO Tim Cook said: ‘The app store has fundamentally changed the world, and over 50 billion apps have been downloaded.’
Following Apple's announcement its stocks dropped by around £1.93 ($3) and slid to 438.89.
Apple shares finished flat, down by one per cent.
THE HUGE POWER STRUGGLE THAT LED TO APPLE'S BOLD REDESIGN
The radical overhaul of the iOS software is the result of a huge power struggle within the company, which saw the previous head of iOS, Scott Forstall, outed in favour of Sir Jonathan Ive.
Forstall was Apple's senior vice president of iPhone Software, from 2007 - when the first iPhone launched - until last year when Apple announced he had resigned from his position.
The iOS 7 design is the first major change to the operating system since he was replaced by London-born Jony (as he is known) Ive in October last year.
Ive was already in charge of industrial hardware designs for the iMac, iPhone and iPad and there were rumours that suggested that Forstall was forced to step down as software chief as part of Cook's apparent desire to remove anyone who had a good relationship with previous CEO Steve Jobs.
The radical overhaul of the iOS software is the result of a huge power struggle within the company, which saw the previous head of iOS, Scott Forstall (left), outed in favour of Sir Jonathan Ive (right)
There were also rumours that Forstall and Ive couldn't be in a meeting together without Cook being there to mediate.
Forstall launched the 'skeuomorphic' design of the iOS software, which uses visual cues that have been designed to look like physical objects, for example the 'leather' on the Find My Friends app, the 'wooden' bookshelves in iBooks and the green felt in the Game Center.
It was a design that Ive is said to have disliked and other people had criticised Forstall for its dated look. In an interview with the Telegraph, Ive apparently 'winced' when the interviewer asked him about Forstall's designs and said he wanted to make iOS 7 more simple.
At last year’s WWDC 2011, Forstall introduced iOS 5 and later launched Siri on the iPhone 4S.
But by October 29, Apple announced in a press release that Forstall had resigned as senior vice president of iOS.
The announcement came after Apple's Q3 results showed revenues and profits grew less than predicted – the second quarter in a row the company had failed to meet expectations.
Forstall had also been criticised after he launched Apple Maps due to them being inaccurate and in some cases, missing entire roads.
Out with old: Gone are Forstall's visual cues that were designed to look like physical objects, for example the 'leather' on the Find My Friends app (pictured). It was a design that Ive is said to have disliked
When Ive’s appointment was announced, it was clear the company was taking a new direction with the design of the iOS software.
The statement said: 'Jony Ive will provide leadership and direction for Human Interface (HI) across the company in addition to his role as the leader of Industrial Design' in an official statement.
It continued: 'His incredible design aesthetic has been the driving force behind the look and feel of Apple’s products for more than a decade.'
Ive’s first design project was the iMac and this designed influenced the look of many other products such as the iPod and the iPhone.
The new software has a 'flat design', but critics say the dramatic new look could backfire, confusing users - while others claim it simply looks like Google's rival Android system.
Experts warned the radical makeover could confuse some users. Jan Dawson, chief telecoms analyst at Ovum, said it 'represents a massive overhaul of the look and feel of the operating system, which has remained largely unchanged visually since the original version.'
However, he said the changes could be too much. 'The new version is almost unrecognisable, which will make it polarizing. Some people will love that their phone feels new and different, while others will be disoriented by the newness.'
The firm also revealed a major overhaul of its Mac software.
Cook said 28 million copies of the latest version of its Mac OS software were in use, taking a jab at Microsoft by pointing out the low takeup of its Windows 8 software.
The next version of its Mac software will be called Mac OS Mavericks, named after an area of California.
It has improved ways to organise information in tabs on screen using tags, and the ability to use a living room TV as a second screen for a laptop or iMac.
When users click on an image from the new iOS 7 Photos app it stretches and fills almost the entire screen. Photos can be more easily shared with social networks, assigned to a contact and copied using the updated options menu. Users can also easily create slideshows from the app
Craig Federighi, pictured, introduces the new iOS 7 software for iPhones and iPads. The operating system can update users' apps in the background. Among other new features are the Control Center that's available from any screen, including the Lock Screen and AirDrop that lets people send files to each other without a Wi-Fi connections
It also has far better power management to boost the battery time of laptops.
Tags are a new way to organise and find files on a Mac or using Apple's iCloud.
Users can search for tags on any file in the Finder, built into the Mavericks software, in iCloud, or when saving a new document.
Tags appear in the Finder Sidebar to enable you to view files by project or category.
Finder Tabs reduce the clutter on a user's desktop by consolidating multiple Finder windows into one window with multiple tabs.
Users can customise the view for each tab, move files between tabs, and run the Finder with multiple tabs open in full-screen.
Apple also announced Maps for Mac at the event in San Francisco.
Apple's iOS 7 has been announced at its annual WWDC in San Francisco. Craig Federighi, Apple's senior vice president of Software Engineering, announced that iOS7 will be more secure because of the updated Find My iPhone Activation Lock feature, pictured left. The Control Centre, pictured right, is available from any screen and is an easier way for users to access settings, take a photo and control music playback
Maps for iOS was announced at last year's WWDC by Scott Forstall and was heavily criticised for being inaccurate.
Maps for Mac has vector graphics, 3D view and interactive Flyover.
With Maps users can plan a trip from their Mac and send the details to their iPhone and use voice navigation while driving or walking.
The Maps integration in Mavericks means it can also be used from within Mail, Contacts and Calendar.
APPLE'S NEW SOFTWARE - INITIAL REACTIONS
Apple's new iOS 7 software responds to movement. When a user tilts their handset, the operating system responds with zooms and scrolls
Tech experts hailed Apple's new iOS7 operating system as the company's biggest software overhaul since the release of the first iPhone.
‘Most of the changes since then have been like tinkering at the edges, whereas this is a revamp of the whole thing, especially visually,’ said Jan Dawson, chief telecoms analyst at IT research firm Ovum.
Mr Dawson added: ‘The new version is almost unrecognisable, which will make it polarising.
‘Some people will love that their phone feels new and different, while others will be disoriented by the newness.
‘It's very attractive, but it's also different - it doesn't look very Apple-y.’
Ernest Doku, a telecoms expert at website uSwitch.com, said: ‘With many elements of Apple's six-year old operating system showing their age - and stiff competition from the visually arresting charms of Android and Windows Phone 8 - the crow's feet had started to become visible on its range of hugely popular devices.
‘With iOS7, Apple was eager to show this wasn't just a fresh coat of paint, or a few nips and tucks. Jony Ive and his team have really brought the design ethos that have made Apple products so iconic on the outside, and seem to have revamped the innards just as drastically too.
Stuart Miles, founder of technology and gadget site Pocket-lint, said Apple appeared almost more confident than ever before as it announced the new system.
‘I think they came across as being a calm and confident Apple, setting themselves up for the next ten years,’ he said.
‘There were lots of features borrowed, refined and improved with iOS7 that are sure to make everybody love it again.
‘It's a very colourful, playful operating system, from what I have seen so far, which may not appeal to everybody - it is perhaps more fun than geared towards business use - but I think that is what people want.
‘They want the fresh take on something they are familiar with and Apple have certainly given them that.’
Responding specifically to the launch of iTunes Radio, Oleg Fomenko co-founder and CEO of Bloom.fm said: 'We all love Apple; their devices are amazing. What they have achieved through creating a vibrant and successful music download market through iTunes is to be hugely admired.
'However, is iTunes Radio really going to be a game-changer? Streaming radio is not a new concept and, as expected, it’s an ad-funded model.
'Everyone agrees that the £1 per download model is in-decline and that £10 per month streaming subscriptions have failed to gain mass-market traction. Streaming radio, expensive on demand subscriptions and paid for downloads do not reflect how people consume music today.
'They want total control over what they listen to at an affordable price. The combination of restricted streaming radios and paid for downloads doesn’t satisfy this need.'
Gamespot UK's Mark Walton believes that criticism forced Apple's hand when it came to redesigning iOS 7: 'There was a defensive attitude to Apple's WWDC keynote that we haven't seen for some time, the media criticism about the company's supposed lack of innovation had finally got to it.
'iOS 7finally brings the ageing mobile operating system up-to-date visually, features like Control Centre begin to deal with increased competition from Android, and iTunes Radio finally gives Apple the chance to compete with Spotify.
'The changes to OS X were less extensive, but there's something to be said for the improved multi-display support that professional users have been clamouring for.
'Mac Pro's lack of internal upgradability could work against it, though.
'There's an element of the G4 Cube about it, which was similarly restrictive in its expandability, and was one of the few Apple products to fail at retail.
'There's no denying the innovation on display with the new Mac Pro, but its closed off nature might make be a step too far for the pro markets it claims to serve.'
Mavericks also makes using multiple displays easier.
The menu bar and dock are available on any display, and users can now easily run windowed or full-screen apps on whichever display they choose, with no configuration required.
With Mavericks users can also use their HDTV as a second display using Apple TV and AirPlay.
A new version of Apple's Safari was also announced at WWDC.
The latest browser has been designed to 'outperform other browsers in energy efficiency, memory efficiency and JavaScript performance'.
Apple has designed the new browser to be faster and more secure.
The new Safari also introduces Shared Links, which make it easy to discover, read and share interesting content from Twitter and LinkedIn.
Following the update to the Mac software, Phil Schiller, Apple's senior vice president of worldwide marketing, announced new models of its MacBook Air.
Schiller hit out at critics of the firm who have claimed it can no longer produce radical new products since the death of co-founder Steve Jobs.
The new Apple iOS 7 Game Center, left, is presented during Apple Worldwide Developers Conference in San Francisco. The green felt that was synonymous with the centre in iOS 6 has been removed as part of Ive's 'flat and clean' design. The scrolling feature on Apple iOS7 Safari web browser is shown pictured right
’Can’t innovate any more, my ass,’ he said as he revealed the dramatic tubular design of a new Mac Pro desktop PC, its high-end machine designed for musicians and video editors.
Schiller claimed the new version of the Macbook Air laptop has a nine-hour battery life thanks to a new low power Intel chip.
The 11inch MacBook Air starts at £849 with a 1.3 GHz processor, 4GB of memory and is available with 128GB of flash storage. The 256GB version costs £1,029.
The 13inch MacBook Air comes with a 1.3 GHz processor, 4GB of memory and is available with 128GB of flash storage starting at £949, and 256GB of flash storage starting at £1,129.
Apple also unveiled its iTunes iRadio service at the WWDC in San Francisco - a new music streaming service that can recommend and play music for people via personalised radio stations. Users can modify stations, listen to ones they like or listen to more than 200 stations handpicked by Apple staff
Apple's senior Vvce president of Internet Software and Services, Eddy Cue, introduced the company's highly-anticipated music streaming service iTunes Radio. Basic users can stream personalised radio stations with adverts whereas iTunes Match subscribers can use the service ad-free
WHAT'S NEW IN IOS 7?
New Find My iPhone Activation Lock feature that requires your Apple ID and password before you can turn off Find My iPhone, erase data or re-activate a device after it’s been remotely erased.
Night Mode in Maps that responds to ambient light when you use it in the dark.
FaceTime audio for high quality calls over a data network.
Notification sync, so when you dismiss a notification on one device it is dismissed on all of your devices.
Phone, FaceTime and Messages blocking to prevent specific people from being able to contact you.
Enhanced in-car integration, bringing an Apple designed experience into the car for the first time.
The new MacBook Air laptops have low-power fourth generation Intel chips, which Apple claims give the 13inch MacBook Air up to 12 hours of battery life and up to 10 hours of iTunes movie playback.
The 11inch MacBook Air delivers up to 9 hours of battery life and up to 8 hours of iTunes movie playback.
Ive's new iOS 7 software has a ‘cleaner’ look with less clutter than previous versions, abandoning the use of paper and wood effects for cleaner screens.
Sensors in the phone can also change the display as the user moves the handset.
‘We tried to create an interface where the design recedes, and elevates your content,’ said Sir Jonathan.
The firm revealed the software in front of 6,000 developers at its San Francisco developer conference.
‘We wanted to take an experience people know, and add to it. iOS 7 defines an important new direction and a beginning,’ said Sir Jonathan.
‘We have always thought of design as being more than the way something looks, its the whole thing, the way something work on so many levels.’
‘We’ve considered the tiniest detail, and redesigned all the icons.
'It’s the biggest change to iOS since the introduction of the iPhone’, said Tim Cook.
The new iOS 7 software has been dubbed a 'flat' look with fewer textures and a more monochrome appearance.
Apple's senior vice president of internet software and services, Eddy Cue, pictured, displays the new iTunes interface. Album thumbnails are aligned in a block that can be swiped through. This block also makes it easier to see your music at-a-glance
The gradient textures on tabs from iOS 6 have also been removed in favour of block colours.
Forstall designed the icons on iOS 6, and previous versions of the operating system, to look like faux leather, for example, on the Find My Friends app, 'wooden' bookshelves were added to iBooks, and the Game Center icon appeared to be made of 'green felt'.
Forstall was also known for keeping design features from older versions and adding them into updates, which has been criticised for making the software look dated.
Users can now swipe from the left of the screen to go back and move between messages, for example. When you slide across in any app you now get an options menu too.
Apple has also improved tabs and made multitasking easier by adding its multitask options to every app available from the App Store.
Elsewhere on the new software, Apple has updated its Notification Center with Today View, which shows the most recent notifications.
And now when users open an app from the Notification Center, the app is already updated and doesn't need to be refreshed.
The new MacBook Air laptops have low-power fourth generation Intel chips, which Apple claims give the 13inch MacBook Air up to 12 hours of battery life and up to 10 hours of iTunes movie playback. The 11inch MacBook Air delivers up to 9 hours of battery life and up to 8 hours of iTunes movie playback
The Lock Screen on iOS 7 has replaced the square buttons with circular number buttons for entering PINs for example.
Plus the Notification Center is now available from the Lock Screen in iOS 7.
‘Installing iOS 7 is like getting a new phone, but one you can already use,’ said Craig Federighi Apple's senior vice president of Software Engineering.
‘We completely ran out of green felt and wood. That's got to be good for the environment,’ said Federighi.
It can also update users apps in the background, and a new watch to switch between apps.
Among the other new features introduced to iOS 7 is the Control Centre that's available from any screen, including the Lock Screen.
Phil Schiller, Apple's senior vice president of worldwide marketing, announced new models of its MacBook Air at this year's WWDC. Schiller hit out at critics of the firm who have claimed it can no longer produce radical new products since the death of co-founder Steve Jobs. He unveiled a new Mac Pro desktop machine, its high end machine designed for musicians and video editors as well as a new Macbook Air laptop with a nine-hour battery life and a new low power Intel chip
Apple's iTunes Radio system will initially only be available in the U.S., but Apple said it will launch in more countries over time
And AirDrop - a tool that's already available on Macs that lets users send files wirelessly without the need for a Wi-Fi connection.
The firm said the new software will be made available to developers today, with consumers able to download it in the autumn.
'We are incredibly proud of these products, said Tim Cook.
'Our goal is to make amazing products that our customers love.'
During the keynote speech at Apple's WWDC, the firm also announced it has moved away from its reliance on Google, by adding Microsoft’s Bing search engine to its Siri voice recognition app.
Moving on from iOS 7, Apple also launched iTunes Radio, a new music streaming service that can recommend and play music for people via personalised radio stations.
‘You can create your own stations,’ said Apple’s senior vice president of Internet Software and Services Eddy Cue.
You can modify stations, listen to ones you like or listen to stations from our team.’
The system will initially only be available in the U.S., but Apple said it will launch in more countries over time.
‘We keep track of all the songs you’ve listened to, and you can preview and buy them from the app.
The iTunes Radio service is set to challenge Spotify and Pandora.
The new Tags feature in OS X Mavericks is a new way to organise and find files on a Mac or using Apple's iCloud. Users can search for tags on any file in the Finder, built into the Mavericks software, in iCloud, or when saving a new document Tags appear in the Finder Sidebar to enable you to view files by project or category.
Apple's built-in apps, such as the Weather app pictured, have been redesigned to be cleaner and simple in iOS 7. Textured backgrounds have been removed and a new colour palette has been introduced
Apple is already believed to have signed licensing deals with Warner Music Group and Universal Music Group.
The new iTunes Radio app is built in to the iOS radio app and works on the Mac and Apple TV.
Pandora relies on its users being connected to the Internet at all times and plays songs at random within certain genres for free but it is not available in the UK.
Spotify streams songs from its 20 million-strong catalogue and charges users a set monthly amount - starting at £4.99 a month - depending on how many songs they want to stream and whether they want to stream on their mobile devices.
Spotify used to offer music downloads, akin to the iTunes store, but stopped the service in January.
Pandora is supported by advertising whereas Spotify uses a mix of advertising and subscriptions.
ITunes Radio is free, supported by adverts, although iTunes Match subscribers can will be able to listen ad-free.
Commenting on the iTunes Radio announcement, Jyrki Rosenberg, vice president of Nokia Entertainment accused Apple of playing catch-up: 'We launched our streaming radio service in 2011.
It’s interesting to see Apple react now and it seems they continue to play catch up. Nokia Music will stay true to our mobile-first approach and continue to deliver an extremely simple, personalised and contextual way to discover and enjoy music on the go.
Our fully automated personalisation and the ability to save your favourite playlists for offline use combined with no requirement for registration, no payment and no ads continues to resonate with listeners around the world.'