Apple's new iOS 7 makes bold statement 19 September 2013, by Rob Lever designed to keep people in the Apple "ecosystem." The new operating system "has a different look, a different feel," said Ramon Llamas, analyst with the research firm IDC. "People are going to have to rethink how they do things with their phone, and Apple is asking people to make a leap of faith." With Apple seeking to regain traction in a mobile market dominated by the Google Android system, Llamas said iOS 7 will be a key test for Apple, because the new iPhones have failed to wow consumers. Apple Senior Vice President of Software Engineering Craig Federighi speaks about iOS 7 on stage during an "The feedback I'm getting is that people say (the Apple product announcement at the Apple campus on new iPhones) are nice but they will wait for next September 10, 2013 in Cupertino, California. year's model." With consumers eagerly awaiting the release of two new iPhones this week, the more dramatic change may be in the software, not the hardware. The new mobile operating system called iOS 7 became available Wednesday, providing users of iPhones and iPads a bolder look, which may be a shock for some, but which Apple hopes will keep its fans happy and draw new customers. "It is a major upgrade," said Gerry Purdy, analyst and consultant with Compass Intelligence who follows mobile technology. "This is the first big thing that (Apple chief Apple Senior Vice President of Software Engineering executive) Tim Cook has implemented, which puts Craig Federighi speaks about iOS 7 on stage during an all the software and hardware design under one Apple product announcement at the Apple campus on roof, to have a unified experience across September 10, 2013 in Cupertino, California. products." While the new iPhone 5S and 5C, set to be A small number of journalists who were allowed to released Friday, have received a lukewarm review the new iPhone and iOS 7 underscored the response, some analysts say the bolder statement dramatic change in the operating system. from Apple comes in the new operating system, 1 / 3 "If you're coming brand new to iOS 7 and have benefits of the Apple environment from a software been ignoring the Internet for the past three standpoint, and therefore reduces the absolute months, you're going to be in for a visual shock," need to upgrade the physical device," he told AFP. wrote Darrell Etherington of the tech news site TechCrunch. The free upgrade helps Apple solidify its user base, the analyst said, even for those unwilling to buy a "The look is bound to be controversial; Apple has new device. opted for bright, bold colors with more clean lines and far fewer textures, shadows and gradients. "It makes it attractive to stay in the walled garden of There is still some depth to the OS, however, with Apple," Purdy said, even without a revolutionary transparency effects giving a sense of background hardware change. and foreground elements." "This allows Apple to keep its users, though it may David Pogue of The New York Times said even not change the direction of the Android ecosystem," with the iPhone launch, "the bigger news is iOS 7." Purdy added. "The look of iOS 7 is sparse, white—almost plain in "But Apple isn't out to win market share. They want spots. No more fake leather, fake woodgrain, fake to produce the best products in the market and green felt, fake yellow note paper," Pogue writes. they're doing a good job at that." "The complete absence of graphic embellishments © 2013 AFP makes it especially utilitarian—in both senses of the word. That's good, because whatever button or function you need is easier to find; it's bad, because, well, it can look a little boring." Walt Mossberg at AllThingsD called the new operating system "a big improvement," adding: "The icons have been redesigned to be flatter and simpler, but they appear to float over your wallpaper, giving the effect of depth." Apple says the new system has more than 200 new features, including improved multitasking, sharing, new camera apps, male and female voices for its Siri software, and the much-anticipated iTunes Radio. The new software has drawn considerable attention even as the iPhone launch appears to be less spectacular than those in the past: Apple has said little about sellouts or delivery delays, and few expect the kinds of queues typical of iPhone debuts. Purdy said that Apple may inadvertently hurt new iPhone sales by releasing the software upgrade for older models. "It allows people with the iPhone 4 or 5 to get all the 2 / 3 APA citation: Apple's new iOS 7 makes bold statement (2013, September 19) retrieved 27 September 2021 from https://phys.org/news/2013-09-apple-ios-bold-statement.html This document is subject to copyright. Apart from any fair dealing for the purpose of private study or research, no part may be reproduced without the written permission. The content is provided for information purposes only. 3 / 3 Powered by TCPDF (www.tcpdf.org).