iOS 7 is a pure representation of simplicity
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.
With iOS 7, we took something millions of people already love and refined the experience to make it even more effortless and useful. So the everyday things you need to do are the everyday things you want to do. And iOS 7 lets you work in ways that are instantly familiar, so there’s no need to relearn everything. Your Home screen is still your Home screen, for example. Only now, it takes even better advantage of your Retina display — and the space underneath the display. But you use it in exactly the same way.
When a product is designed properly — when you don’t have to adapt to the technology because it’s already designed around you — you develop a connection with it. It becomes more to you than just a device. iOS 7 invites that kind of connection. Interactions are dynamic. Animations are cinematic. And the experience is lively and spirited in so many unexpected yet perfectly natural ways. Open the Weather app, for example, and you’ll instantly understand. Hail bounces off text, and fog passes in front of it. Storm clouds come into view with a flash of lightning. And suddenly, checking the weather is like looking out a window.
It creates a sense of dimension. Several, in fact.
iOS 7 takes full advantage of technologies in iPhone, iPad, and iPod touch to push the iOS experience further. Distinct and functional layers help create depth and establish hierarchy and order. The use of translucency provides a sense of context and place. And new approaches to animation and motion make even the simplest tasks more engaging.
There’s a gulf between functional and enjoyable. Between not particularly noticeable and pleasantly memorable. Details bridge this gap. Details are the little things that create delight. The effect is sometimes unperceived, but it is always there, adding up to a consistent experience. And that’s one of the things that makes Apple every bit Apple.
Everything has been thought through. And through.
With iOS 7, every detail warranted the same rigor toward design. Like refining the typography down to the pixel. Redrawing every icon around a new grid system. Sticking to a precise color palette. And remastering audio alerts to be more distinctive and pleasing. On their own, these may not be details you consciously demand or even expect. But they all work together to create a more harmonious relationship between individual elements. And a better, more delightful experience overall.