10 June 2013 Last updated at 14:47 ETBy Leo Kelion Technology reporter
iOS 7 aims to offers a cleaner user interface to iPhone and iPad owners
Apple has unveiled a new look for the user interface of its smart device iOS operating system - the first to be overseen by its design chief Jony Ive.
He said the aim was to make the system look "cleaner" to help "elevate" users' content.
It involves a shift away from skeuomorphism - the use of leather, wood and other real-world textures in apps.
A similar change has also been made to its OS X system for Mac computers.
Highlighting the new look of the firm's Game Center app, Apple's senior vice president of Software Engineering Craig Federighi joked: "We just completely ran out of green felt and wood - this has got to be good for the environment."
About 37.4 million iPhones shipped worldwide in the January-to-March quarter according to market intelligence firm IDC.
Although that was a rise on the same period in 2012, the study indicates the firm's smartphone market share slipped to 17.3% while Android's grew to 75%, thanks in large part to Samsung's success. It also indicated Apple is facing a similar trend in the tablet sector.
Apple's products might still be more profitable, but IDC suggested it needed the refresh.
"People were getting a bit bored with the old design so Apple needed to make significant changes," said IDC's mobile device research director Francisco Jeronimo.
Apple has unveiled a new look for the user interface of its smart device iOS operating system - the first to be overseen by its design chief Jony Ive.
He said the aim was to make the system look "cleaner" to help "elevate" users' content.
It involves a shift away from skeuomorphism - the use of leather, wood and other real-world textures in apps.
A similar change has also been made to its OS X system for Mac computers.
Highlighting the new look of the firm's Game Center app, Apple's senior vice president of Software Engineering Craig Federighi joked: "We just completely ran out of green felt and wood - this has got to be good for the environment."
About 37.4 million iPhones shipped worldwide in the January-to-March quarter according to market intelligence firm IDC.
Although that was a rise on the same period in 2012, the study indicates the firm's smartphone market share slipped to 17.3% while Android's grew to 75%, thanks in large part to Samsung's success. It also indicated Apple is facing a similar trend in the tablet sector.
Apple's products might still be more profitable, but IDC suggested it needed the refresh.
"People were getting a bit bored with the old design so Apple needed to make significant changes," said IDC's mobile device research director Francisco Jeronimo.