Apple reveals re-design for iOS 7 Software update

Apple has revealed the biggest overhaul of its iOS software since it released its iPhone in 2007 at its Worldwide Developer Conference in San Francisco.

The flatter looking user interface, which is expected to be released in the autumn, has been designed and overseen by the British born Head of iOS Sir Jonathan Ive. The update is predicted to be a massive gamble for Apple as it tries to compete with Android in the battle of the smartphones.

Analysts have said that the latest update could confuse users, while some have suggested that it has eroded Apple’s distinct character in favour of a more generic, android like appearance. The appearance is more flat and is a move away from the use of leather, wood and other real world textures in apps. Apple has said that iOS 7 aims to offer a clean user interface for iPhone and iPad users.

The new update, other than the radical new look, gives users quick access system controls, automatic app updates, and access to Apple’s AirDrop file sharing system. There are few notable new features in the update and is not thought to be a game changer for Apple; it is more a refresh and will do little to really challenge its main competitors. It is thought that Apple is holding back on any new significant features for its next iPhone, which could be revealed later this year.

Around 3.7 million iPhones were shipped worldwide in the first quarter of 2013, confirming that it is by far Apple’s biggest source of revenue. However, Apple’s share of the smartphone market remains relatively marginal at 17.3%, compared with Android’s 75%.

Alongside the launch of the iOS update, Apple has announced that it will be releasing iTunes Radio, a music streaming service, which is expected to be an attempt to rival similar products such as Spotify and Pandora. This comes as Google revealed its ‘Play Music All Access’, music streaming subscription service in May.

It is obvious, that in response to its rivals, Apple is trying to play catch up with the release of iTunes Radio and to get ahead of Google with this latest update. The battle for smartphone dominance is far from over and will only intensify in the coming years.