back Apple iOS7 (The mobile OS from a whole new prespective) – 11 June 2013
iOS 7 started with a desire to take an experience people love and make it better. To make it even simpler, more useful, and more enjoyable — but still feel instantly familiar. The design of iOS 7 is beautiful because it’s all of those things. And it’s the start of a new chapter for iOS.
Nothing we’ve ever created has been designed just to look beautiful. That’s approaching the opportunity from the wrong end. Instead, as we reconsidered iOS, our purpose was to create an experience that was simpler, more useful, and more enjoyable — while building on the things people love about iOS. Ultimately, redesigning the way it works led us to redesign the way it looks. Because good design is design that’s in service of the experience.