Apple releases iOS 7 promo video

Apple releases iOS 7 promo video
Narrated in part by Jony Ive, Apple has released a promotional video for iOS 7 that includes many of the new features that were introduced today at WWDC. "I think there is a profound and enduring beauty in simplicity," says Ive in this video, explaining the new design of the UI for iOS 7. The executive goes on to discuss the new colors and the different look of the icons and how every detail was looked at closely.

As we see on the video, iOS 7 is layered, creating planes thanks to translucent displays. For example, when scrolling up on a list, you can see the faintest shadow of it as it moves behind the heading. The planes combine with new animations to provide "a sense of depth and vitality." Remember how rainy weather used to be represented on HTC's Sense with animation of raindrops hitting the screen? Apple has similar animation now, including a real nice one for a snowfall. Forget for a second about the features taken from other platforms. According to Apple, part of the goal in developing iOS 7 was to keep things familiar to iOS veterans, while creating a more useful OS with new features that can actually be helpful to users.

Part of the video shows off the new features on iOS 7 such as the Control Center, which allows you to change all of your settings from one screen. Recalling BlackBerry 10, which in turn calls to mind webOS, you can close open apps with a somehow satisfying upward flick off the screen. AirDrop allows you to share content with your nearby contacts without having to tap phones.

Check out the video below and then let us know what you think about iOS 7. Has Apple scored a homerun with the new look and the new features?

source: Apple via GSMArena



1. dexter_jdr

Posts: 1163; Member since: Jun 28, 2012

the plan of PA is removing dislike button before the announcement of ios7 BRILLIANT

4. thethird

Posts: 72; Member since: Mar 28, 2013

Paid? Maybe, PA is on hot seat now, Someone should give an official statement here from PA. BTW, iOS7 is kinda cool but still not for my taste.

6. dexter_jdr

Posts: 1163; Member since: Jun 28, 2012

never said or thought it's paid.

11. thethird

Posts: 72; Member since: Mar 28, 2013

yes, I know, that is why it was on a question mark. :)

35. Maddy

Posts: 31; Member since: Sep 13, 2012

No its not almost looks like jolla sailfish...seriously..!!!!

16. InspectorGadget80 unregistered

they might as well remove all LIKE/DISLIKE BUTTONS. cause they don't want their ifans too see soo many red thumbs. typical of them

40. haseebzahid

Posts: 1853; Member since: Feb 22, 2012

means we bash all we want and no one is gonna thumb us down yaeee! PARTY

55. oldmandaddy

Posts: 64; Member since: May 01, 2010

I love it. When ios7 Announced Samsung stock dropped 3% , I hope when iOS 7 launch , I can get galaxy S4 for free.

2. thethird

Posts: 72; Member since: Mar 28, 2013

iOS7 slowly becomes and android mock. -_-


Posts: 456; Member since: Nov 19, 2011

lol this video is so over dramatic and lame. iPredict so many spoofs!!!

29. jove39

Posts: 2146; Member since: Oct 18, 2011

iPredict...thats funny!

45. ianbbaa

Posts: 332; Member since: Mar 20, 2013

Apple adds that will follow: Jim: "Johny, look i got a new icons, you got them as well?" Johny: "Yeeaah, i got them..." Jim: " I got nice music player: Johny: " I got it as well...i have the same one...yeaaah". Jim: "Can you send me your playlist" Johny: "Sorry, not this time, maybe next year, OK?" Jim: "OK, i am not gonna buy Galaxy cause that gimmick, who needs it anyway. But the new icons are geourgeous, arent they?"

31. SleepingOz unregistered

Well, at least they bring something "new" to iOS users.

39. moroninc

Posts: 193; Member since: Jul 14, 2012

Miui !!!

43. anywherehome

Posts: 971; Member since: Dec 13, 2011

yes, they should have placed this promotion video with iPhone: goo [dot] gl/Kah3N now even the colours of the iCons look like for kids = a lot of yellow colour! :)

3. joeymk

Posts: 101; Member since: Jan 26, 2012

Don't get me wrong i like the design. But it feels to me like it's made for kids. The colours... maybe that's why

26. E.N.

Posts: 2610; Member since: Jan 25, 2009

I'm not the biggest fan of the color palate either, but I'm sure that once third party applications are downloaded it will buffer the colors

48. JustLoggedIn unregistered

Yeah! Looks cartoonish :/

53. rizevnarastek

Posts: 349; Member since: Sep 06, 2012

I like the Command centre being pulled up and it's arrangement. In my opinion a bit better than Quick toggles on Android and I like the translucency part of the UI... Other than that there's nothing....

5. Rehankhan

Posts: 323; Member since: Oct 24, 2012

who cares

7. dexter_jdr

Posts: 1163; Member since: Jun 28, 2012

i see some WP concepts here...

8. ama3654

Posts: 295; Member since: Nov 27, 2012

Which launcher is this in the play store?

9. StreetNerd

Posts: 870; Member since: Dec 08, 2010

most of the design elements are copied from WP

10. andrwroepke

Posts: 9; Member since: Jan 24, 2012

Awesome. SO much better than android. Android can talk all they want, but i had a galaxy iii and it was so glitchy, returned it for an iphone4. The next iphone is going to sell like hot cakes!! lets see all the thumbs down from all the android guys on here that can't click on any other article but Apple ones. GO APPLE!!!

25. ncarlosmiguel

Posts: 206; Member since: May 14, 2013

LOL you won't see any thumb down because we love Apple... Nah.. its just because the thumb down button is not there :P

12. f1r3z0r

Posts: 92; Member since: Nov 09, 2011

looks like Samsung touchwizd ?

13. Zero0

Posts: 592; Member since: Jul 05, 2012

This isn't at all ironic. Not even close. Wait for it. "Samsung adds iPhone 4, 4S, 5 injunction requests."

30. Baseballer

Posts: 132; Member since: Dec 07, 2011

It really looks nothing like touchwiz.

49. JustLoggedIn unregistered

The colors kind of look like TouchWiz

14. moronman66

Posts: 162; Member since: Jan 09, 2012

I will be one to admit that I finally think Apple is on to something. I'll never buy an iPhone for personal use, however, I will say that iOS 7 is finally some competition for Android! It's aesthetically pleasing, it's got more functionality than iOS 6 added (198 features for Siri, Apple Maps and Panoramic shots). I await seeing this in real life, and how these... different, to say the least, animations will affect battery life. It seems more graphically intensive and with a smaller battery, the iPhone may suffer worse issues there. Can't wait for Android 4.3/5.0 to keep competition alive and thriving!

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit for samples and additional information.