Apple WWDC 2013: Is Jony Ive's new iOS 7 an example of style over substance? Maybe, but it does make the iPhone look terrific...
David Phelan sums up the high points of the Apple World Wide Developers Conference
Tuesday 11 June 2013
In one of the longest keynotes from Apple for years – two full hours – Tim Cook and colleagues tried to fight back after a tough year. Would this be enough to put the gloss back on Apple?
Apple needed to show it could innovate, have fresh and appealing ideas – and lots of them. The key to the show was the iOS reveal, the new, flatter design of iPhone and iPad software created by Jony Ive. Sir Jonathan Ive is the Brit behind the iconic designs for the iPhone, iPod and more. But could he change the existing software into something classier?
The problem with iPhone and Apple Mac software is that it pretended to be something else. So the calendar has a border designed to look like stitched leather, a corner of torn paper visible where last month’s calendar had been torn off. This is what’s known as skeuomorphism, where one thing is made to look like another.
The new software gets rid of all these. Time and again at the keynote, presenters went out of their way to decry the current styling – “No virtual cows were killed in the making of this software” was followed by “Even thought there’s no stitching on the calendar, it still stays in place”.
And the results for the Mac software looked good. This will be released in the autumn and be called OSX Mavericks in a move away from names of big cats and towards Californian locations.
But the transformation of iOS was stunning. There were eye-popping effects that made the background images seem to sit behind the app icons, so that when you tip the phone, the two move separately.
The redesign is absolutely from the ground up and looks as fresh as paint. It may not mean that the Apple system is far ahead of its rivals but it’s definitely better-looking.
This is all it needed to be. Windows Phone and BlackBerry offer radically more modern interfaces but nobody is buying into them because they have smaller, less comprehensive app stores. If Apple users looked longingly at other operating systems, they won’t any more. In a few months they will have the familiarity of their current phones with gorgeous new effects.
Style over substance? Maybe so but with this much style, who cares? And there will be plenty of innovations when the software launches, including features from the Mac moving to the iPhone and vice versa.
There was lots more announced, from the sneak peek at the professional quality hardware, the Mac Pro to new versions of the MacBook Air with exceptional battery life.
But the biggest cheers of the show and the most eye-catching looks were the iOS redesigns from Jony Ive, Craig Federighi and their teams. These will be enough to keep Apple iPhone users loyal when the next handset is released later in the year.
Life & Style blogs
The Swedes are adding a gender-neutral pronoun to their dictionary
Astrological signs are almost all wrong, as movement of moon and sun throws out zodiac
PTSD photo series documents what the disorder is really like – as study reveals suicides of 22 US veterans every day
The distress of some Zayn Malik fans is real, and they need support, say experts
Eating quinoa and whole grains every day could help you live longer
Nigel Farage brands LGBT activists 'filth' and 'scum' and accuses them of scaring away his children after they invade his local pub
Ukip supporters are 55 or older, white and socially conservative, finds British Social Attitudes Report
JK Rowling responds to fan tweeting she 'can't see' Dumbledore being gay
Russia threatens Denmark with nuclear weapons if it tries to join Nato defence shield
Jeremy Clarkson sacked live: Alan Yentob 'wouldn't rule out' ex Top Gear host's BBC return
Germanwings plane crash: Co-pilot Andreas Lubitz wanted to 'do something people would remember him for'
- 1 Astrological signs are almost all wrong, as movement of moon and sun throws out zodiac
- 2 Dad eats daughter's weed brownies, thinks he's had a stroke
- 3 The West has it totally wrong on Lee Kuan Yew
- 4 #FreeTheNipple: Women in Iceland bare breasts in solidarity with trolled student
- 5 Scientists have discovered a simple way to cook rice that dramatically cuts the calories
iJobs Gadgets & Tech
£6 per hour: Recruitment Genius: This is an exciting opportunity to join a gro...
Negotiable: Recruitment Genius: A Service Delivery Manager is required to join...
£30000 - £40000 per annum: Recruitment Genius: Our client is looking to find a...
£21000 - £23600 per annum: Recruitment Genius: An exciting opportunity to join...