iOS 7 Is Designed To Be Easy To Understand But Hard To Copy

Jony Ive explained in the video that introduced iOS 7 at the Apple Worldwide Developers Conference that the new design was both familiar to existing users and yet a totally new experience of the iPhone. There has been criticism of both the familiarity (nothing really new here) and the ad hoc nature of the novelty (icons designed by the marketing department), but Apple is trying to thwart its rivals as much or more than please its customers.

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