Apple’s British design chief introduced an overhaul of its iPhone and iPad operating system as he hailed a new beginning for the technology giant.
Sir Jonathan Ive promised iOS7 would take the company in an “important new direction” as he showcased the system at Apple’s annual World Wide Developers Conference in San Francisco on Monday.
It came as the firm unveiled a new radio service and issued a robust response to its critics following accusations that it has failed to innovate.
The new operating system – which has a cleaner look than its predecessors – was showcased in a short video accompanied by an explanation from its London-born designer.
Sir Jonathan, known as Jony, said: “We see iOS7 as defining an important new direction and in many ways a beginning.”
His words followed a rousing speech from Apple’s CEO Tim Cook, whose bold performance was picked up by industry experts as an indication of Apple’s confidence.
iOS7 – described by Mr Cook as “the biggest change to iOS since the introduction of the iPhone” – arrives just months after Apple posted its first profit slide in a decade, and follows tough scrutiny of the firm’s tax arrangements on both sides of the Atlantic.
It was announced as Apple revealed changes to its desktop and laptop computers – including all-day battery life for the MacBook Air – and issued a defiant response to those who have suggested the company could lose its crown as a leading innovator.
Executive Phil Schiller sent a massive cheer through the audience and a clear message to customers as he told developers: “Can’t innovate any more, my arse!”
Industry observers appeared largely convinced and suggested today’s announcement would go some way to silencing Apple’s critics.
The new software has been designed to make the iPhone appear bigger, with features crafted to take advantage of the entire screen.
Text is said to appear sharper, while a “control centre” on the phone allows users to adjust settings with just one swipe from the bottom of the screen. This gives instant access to functions such as Airplane Mode, Wi-Fi, Bluetooth or Do Not Disturb, and enables users to quickly pause or play a song, jump to the next track and stream music.
Meanwhile a “notification centre” will now be available from the “lock” screen so users can view updates with a “simple swipe”.
Apple has also introduced an AirDrop tool to share content – which is said to be fully encrypted – with contacts nearby, and has added further updates to its cameras and its Siri feature.
Meanwhile, Apple gave developers a preview of OS X Mavericks – an update to its computer operating system – with more than 200 new features.
Jan Dawson, of research firm Ovum, said its keynote speech was likely to give the American company a new boost.
“It should help defuse some of the criticisms about being too staid and not moving quickly enough – on the surface of it, this looks like a major change,” he added.
Stuart Miles, founder of technology and gadget site Pocket-lint, said Apple now appeared more confident than almost ever before.
“I think they came across as being a calm and confident Apple, setting themselves up for the next ten years,” he said.
“There were lots of features borrowed, refined and improved with iOS 7 that are sure to make everybody love it again.”
Tech experts hailed iOS7 as the company’s biggest software overhaul since the release of the first iPhone.
“Most of the changes since then have been like tinkering at the edges, whereas this is a revamp of the whole thing, especially visually,” said Jan Dawson, chief telecoms analyst at IT research firm Ovum.
Mr Dawson added: “The new version is almost unrecognisable, which will make it polarising.
“Some people will love that their phone feels new and different, while others will be disoriented by the newness. It’s very attractive, but it’s also different – it doesn’t look very Apple-y.”
Ernest Doku, a telecoms expert at website uSwitch.com, said: “With many elements of Apple’s six-year old operating system showing their age – and stiff competition from the visually arresting charms of Android and Windows Phone 8 – the crow’s feet had started to become visible on its range of hugely popular devices.
“With iOS7, Apple was eager to show this wasn’t just a fresh coat of paint, or a few nips and tucks. Jony Ive and his team have really brought the design ethos that have made Apple products so iconic on the outside, and seem to have revamped the innards just as drastically too.
Stuart Miles, founder of technology and gadget site Pocket-lint, said Apple appeared almost more confident than ever before as it announced the new system.
“I think they came across as being a calm and confident Apple, setting themselves up for the next ten years,” he said.
“There were lots of features borrowed, refined and improved with iOS7 that are sure to make everybody love it again.
“It’s a very colourful, playful operating system, from what I have seen so far, which may not appeal to everybody – it is perhaps more fun than geared towards business use – but I think that is what people want.
“They want the fresh take on something they are familiar with, and Apple have certainly given them that.”