Apple revamps look of iPhone, iPad software

By Peter Svensson

Associated Press

Published: Monday, June 10 2013 3:47 p.m. MDT

Craig Federighi, senior vice president of software engineering at Apple, introduces the new OS X Mavericks operating system during the keynote address of the Apple Worldwide Developers Conference, Monday, June 10, 2013, in San Francisco.

Eric Risberg, Associated Press

Enlarge photo»

SAN FRANCISCO — Apple is throwing out most of the real-world graphical cues from its iPhone and iPad software, like the casino-green "felt" of its Game Center app, in what it calls the biggest update since the iPhone's launch in 2007.

The new operating system, called iOS 7, strives for a clean, simple, translucent impression. Apple is redesigning all its applications and icons to conform to the new look, driven by long-time hardware design chief Jony Ive.

Apple demonstrated the new software at the Worldwide Developers Conference in San Francisco on Monday. The new design direction was widely expected and will show up on iPhones, iPad and iPod Touches this fall, the company said.

The software uses simple graphical elements in neon and pastel colors. Gone is the effort to make the icons looks like three-dimensional, embossed objects. Interface designers call the new guiding principle "flat," but on the iPhone's main screen, the background image will move subtly with the movement of the device, creating an illusion of depth. Other screens include plenty of white space.

The software has "a whole new structure that is coherent and is applied across the entire system," Ive said in a recorded presentation. "The design recedes, and in doing so, elevates your content."

While design modifications could help Apple distinguish its devices from rival phones and tablets, the company risks alienating longtime users.

Raluca Budiu, a senior researcher specializing in usability at the Nielsen Norman Group, said the so-called "flat" design can confuse users, because it can offer fewer signals about where to tap or click. That's been the case, she said, with Windows 8, which has a very "flat" design. Budiu said it's too early to say if it will be an issue with iOS.

Budiu noted that iOS users seem quite happy with the current iOS, which is easier to use than Google Inc.'s Android, its only big competitor.

Apple made a rare, major stumble with last year's iOS update, when it replaced Google's Maps application with its own navigation app. The underlying data for Apple's Maps was spottier and less accurate than Google's, users found. The Maps fracas didn't diminish the demand for iPhones, however.

Microsoft radical makeover of the Windows operating system in October provides a stronger example of the dangers of software revamps. Windows 8 was meant to give the company a stronger presence on tablet computers, but it ended up confusing many people who had become accustomed to using the old operating system on traditional desktops and laptops. Research firm IDC blamed Windows 8 for accelerating a decline in PC sales.

Among other changes, Apple's new iOS system will update apps automatically. It will store Web passwords online in Apple's syncing service, iCloud, making them available across devices. The AirDrop feature will allow sharing of big files with Apple-equipped people in the same room.

Apple took a jab at its rival, Samsung Electronics Co., which had been touting its Galaxy phones as better than iPhones because they sport near-field communication chips that allow people to share files by bumping phones together.

"No need to wander around the room bumping your phone with others," said Craig Federighi, senior vice president for software engineering.

The company also stepped up its rivalry with Google, maker of the Android software on Samsung and other phones. Apple said the Siri virtual assistant will use searches from Microsoft's Bing, Google's rival. Apple also is bringing its mapping service to desktops and laptops to compete with Google Maps and others.

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