Simplicity is actually quite complicated.

Simplicity is often equated with minimalism. Yet true simplicity is so much more than just the absence of clutter or the removal of decoration. It’s about offering up the right things, in the right place, just when you need them. It’s about bringing order to complexity. And it’s about making something that always seems to “just work”. When you pick something up for the first time and already know how to do the things you want to do, that’s simplicity.

iOS 7 is a pure representation of simplicity.

It has a new structure, applied across the whole system, that brings clarity to the entire experience. The interface is purposely unobtrusive. Conspicuous ornamentation has been stripped away. Unnecessary bars and buttons have been removed. And in taking away design elements that don’t add value, suddenly there’s greater focus on what matters most: your content.

You know good design when you use it.

We value utility above all else. We don’t add features simply because we can, because it’s technologically possible. We add features only when they’re truly useful. And we add them in a way that makes sense. The new Control Centre in iOS 7 is a great example. It gives you one-swipe access to the things you often want to do at a moment’s notice.

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.

Technology should never get in the way of humanity.

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 the 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.

No detail is just a detail.

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 rigour towards design. Like refining the typography down to the pixel. Redrawing every icon around a new grid system. Sticking to a precise colour 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.

Replay

See it for yourself.

Take a closer look at the all-new design of the built-in apps in iOS 7.