Why Jony Ive Is Flattening iOS 7

Posted on June 13, 2013 in Apple, Iconography, User Interfaces — Share this via

There’s been a lot of noise around the new look and feel of iOS7 and the dramatic differences from its predecessors. John Pavlus from FastCoDesign writes a concise reflection on Apple’s move away from Skeuomorphism and the probable reasoning behind this shift.

Over the past year or two, skeuomorphism has become the new Comic Sans. Just name-drop this esoteric technical term into polite conversation (always dismissively, of course–and don’t worry, you don’t have to really understand what it means), and you will conveniently establish your bona fides as someone in possession of refined taste and proper opinions. Because everyone who knows anything about design knows that skeuomorphism is, like, the worst. What everyone also knows is that thanks to Jony Ive, Apple’s design chief (or maybe “design pope” is more appropriate at this point?), Apple will be unveiling a de-textured, de-specular-highlighted, de-drop-shadowed iOS 7 at its annual Worldwide Developers Conference this week. You can practically hear the triumphant chants already: Death to leather and felt! Long live flat! Two legs bad, four legs good!

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