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Apple revamps look of iPhone, iPad software

  • iPhone5 iOS7 2.jpg

    Apple's iOS7, which the company called the most significant update to the software powering the iPhone since it was first unveiled. (Apple)

  • iPhone5 iOS7.jpg

    The new iOS 7, unveiled at the 2013 Worldwide Deveoper Conference. (Apple)

  • Apple WWDC 2013 6.jpg

    June 10, 2013: Apple CEO Tim Cook speaks about the new iOS 7 during the keynote address of the Apple Worldwide Developers Conference in San Francisco. (AP Photo/Eric Risberg)

Apple is throwing out most of the real-world graphical cues from its iPhone and iPad software, like the casino-green "felt" of its Game Center app, in what it calls the biggest update since the iPhone's launch in 2007.

The new operating system, called iOS 7, strives for a clean, simple, translucent look. Apple is redesigning all its applications and icons to conform to the new look, driven by long-time hardware design head Jony Ive.

“iOS 7 is the most significant iOS update since the original iPhone,” said Craig Federighi, Apple’s senior vice president of Software Engineering. “To create it, we brought together a team with a broad range of expertise from design to engineering. With what we’ve been able to achieve together, we see iOS 7 as an exciting new beginning.”

Apple demonstrated the new software at the Worldwide Developers Conference in San Francisco on Monday. The new design direction was widely expected.

The software strives for a multi-layered look, with translucent panels. On the main screen, the background image moves with the movement of the phone, creating an illusion of depth.