"Ultimately, of course, design defines so much of our experience."
"I think there is a profound and enduring beauty in simplicity, in clarity, in efficiency. True simplicity is derived from so much more than just the absence of clutter... It's about bringing order to complexity."
What looked like a revamped Notification Center
"We've considered the tiniest details..."
"The use of translucency gives you a sense of your context."
Three-dimensional look to its flatness, still. The icons appear to float over a background.
New multitasking that allows for easier swipe away to close apps
"With what we've been able to achieve together, we see iOS 7 as defining an important new direction, and in many ways a new beginning."
Video's done, Cook's back to massive applause.
Cook: "You are going to absolutely love iOS 7."
Some guy: "Love you!"
Federighi coming back to discuss iOS 7.
Federighi: "It's unbelievable. It's just gorgeous."
As you move the device in your hand it tracks your motion with parallax so that you can see behind the icons
Weather app is stripped down. That slim typography
"Your email is gorgeous. Your friends never looked more attractive."
Federighi... still relishing the lack of skeuo-style. "And Game Center, we just ran out of green felt... and wood as well!"
Device responds to the motion of a hand.
Starting with weather. Animated weather backgrounds: thunderbolt and lightning, misty rain, clouds, sunny, snow... all depending on conditions
Pinch to see all weather-tracking cities. looks a bit like Clear.
Calendar also very stripped down. Very stark.
New gesture, swipe in from left edge to go backward and forward.
Folders can now have multiple pages.
Game Center: Super Spare.
Mail has been cleaned up, full-screen edge-to-edge photos. Mailbox-like interface options
Now Notifications Center: Adds a Today view that shows whatever is scheduled for today.