SAN FRANCISCO — 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 impression. Apple is redesigning all its applications and icons to conform to the new look, driven by long-time hardware design guru Jony Ive.
The operating system will show up on most iPhones, iPad and iPod Touches this fall, the company said.
The overhaul represents Ive’s attempt to freshen the look of both the iPhone and iPad in hopes of deepening users’ attachment to the trend-setting devices. It comes at a time when rivals such as Samsung Electronics and Google are trying to get people to defect by developing their own lines of elegant and often less expensive products.
The stiffer competition has slowed Apple’s growth in the increasingly important mobile device market, contributing to a 38 percent decline in the company’s stock price since the shares peaked at $705.07 in September.