“We have always thought of design as being so much more than just the way something looks…it’s the whole thing

Well said, Jony Ive.

People are slating iOS 7 already and they haven’t even used it. They’ll groan about how the redesigned icons are style over substance. They’ll mutter about a feature and say it copies features in Windows or that Android has had it for years. It’s just another letdown, they’ll sigh.

But they’re wrong.

The difference I’ve always found between Apple and it’s competitors is that, with Apple, you can’t actually tell how powerful the device you’re using is. With Android or Windows, you feel like you’re using a clunky old PC in your hand. Coders will shuffle towards you, dragging their baggy jeans along the floor, telling you how Android can be toyed with and how it’s a programmers dream. But when I pick up an Android phone, I feel like I’m using a toy. The buttons are all clunky. The phone buzzes when you open apps. Things load, menus are pixelated…it’s like someone put Windows 98 into a Nokia 3310.

With Apple, the device you’re using is incredibly powerful and the amount of things happening in the background would twist your melon. But, thanks to the design, you can’t tell.

You float over screens, you tap apps and they seamlessly open.

It’s perfect.

In the video on Apple’s website, Jony Ive introduces iOS 7. And, boy, can you tell it’s got his fingerprints all over it.

This might sound like marketing bollocks, but he means it:

There is a profound and enduring beauty in simplicity. True simplicity is derived from so much more than just the absence of clutter and ornamentation. It’s about bringing order to complexity.

And that’s what Apple does. That’s what Apple has always done.

The last few iOS releases have felt like an evolution of the first iOS but this iOS truly feels like a revolution and it’s a revolution lead by design.

We see iOS 7 as defining an important new direction and, in many ways, a beginning.

Well…let’s get started.

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