Who said that it was time for Apple to say goodbye to the smartphone supremacy and give the throne away. With the launch of BB 10, iOS had become the oldest operating system that had not undergone any major revamping. Many believed that Apple had not changed iOS ever since its launch, making its look outdated.

With the head of industrial design teams at Apple, Sir John Ivy coming on board to leading human interface software team, there were some radical changes expected. But iOS 7 has exceeded the expectations of many, giving all the critics some to think about. The preview of iOS 7 was shown at WWDC (worldwide developers conference) 2013, and it was ushering in a whole new look. The cosmetic changes done by Jonathan Ivy was evident as iOS has shed off all its glitter and put on a flat look. This major redesign of iOS was on cards for a long time and Apple has done all it can to ensure that it can rejuvenate its mobile platform.

While presenting the keynote, Apple CEO, Tim Cook called it “a stunning new user interface.” Their headline for the new interface was also on the same lines stating that they have made something good even better. There is no denying the fact that user design is the most vital aspect in the current smartphone market. There have been many reports that have stated the fact that the main reason behind this redesigned interface was that Jonathan Ivy believed that iOS wont hold the test of time and become redundant like in the case of Blackberry.

Although the preview of iOS 7 is available to all registered developers of Apple as a beta, the real deal would only be available to user in the coming fall. There would be a range of new features available in iOS 7 with the likes of:

• New redesigned interface
• New Lockscreen
• New Icons
• Flatter theme with emphasis on white and translucent
• Background
• Weather app with live and dynamic displays
• Multiple page support in Folders
• More detailed and social notification center
• Audio calls on WiFi using Facetime
• Notification syncing across devices
• Phone and Message blocking
• Whole new Camera interface

iTunes has become a behemoth of rich content in the form of music, apps, ebooks and podcasts. With over 800,000 applications alone in the app store, iTunes has broken away from the competition to create it own ecosystem. The UX of iTunes on desktop has been immensely increased and brought at par with iOS devices.

But there is no denying the fact that, from an end user perspective, iTunes has somehow become bloated. It common for any avid user of iOS, to have huge database of applications which have been bought or installed as free downloads. Overtime it creates a bloated app list at the dispense of user. In order to counter that Apple could surely use iCloud at their disposal, by stripping apart the unwieldy mess and bring the overall experience closer.

The iTunes Store has quite an extensive array of content. A simple search of superman would bring in a plethora of options in the form of movies, TV episodes, iPad apps, iPhone apps, Podcast, U content, and even music. Apple ought to understand the fact that not all iTunes users have iDevices in the forms of iPads, iPhones. There are many users that only use it on desktops. For them the overall experience of iTunes is quite messy as the searches done by them leads to an overload of information.

This brings in the question Cloud and how it can be used to ensure that only relevant information is made available to the users as per their requirement. Google in that sphere has done a viable part in referencing the searches in accordance to the need of the user. As most of its services are already cloud based, it allows user to differentiate between android store and chrome store.

Google does not manage anything on the desktop. most of their content is available on the cloud making it easier for them to have a holistic approach. In the age of cloud, apple should move away from current approach and try to bring more of its services in the cloud so that Apple users on desktop can have the same experience like its smartphone users. Apple can strip down iTunes in various sections so that users who require a media player can just have that, while those interested in Books can download a standalone application. Cloud can immensely enhance the experience of the user and Apple should take cognizance of this fact and move in that direction.

The future of technology is heading towards wearable devices, which would take mobility to a whole new level. Last week, Apple CEO publicly announced their plans towards everything from the future of wearable technology to the iteration of iOS as directed by the hardware design guru, Sir John Ivy. Apple is expected to wrap up all of its licensing deals with some major service providers in a tender to launch a streaming music service to battle spotify in the coming week.

Apple and the music labels have been striving over the royalties of upcoming iRadio, that many believe would be an ultimate pandora killer. With the evident success behind iTunes, this streaming music player will get an added leverage to come to the mainstream. However, music labels have seen the arrogance that Apple can throw, which is why they are cautious before taking this step. They don’t want to walk down the same road as in the case of iTunes, where Apple enjoyed the monopoly and dictated policies to record labels.

Apple is expected to debut the service as part of their Worldwide Developer’s Conference. Since December, people were keen to welcome the service as speculations were going on regarding the next step by the cupertino company. But it has been delayed over time due to negotiations with record labels.

With the reports that have been coming in, it sounds like it will be similar to Pandora and offer similar features. The case Apple plans to offer it as free service, supported by ads, adding further to this will be personalized radio channel that could be created by users based on favorite song or artist.

Purchasing songs will be at much ease as the service will be tightly woven with iTunes. Apple has agreements to stream songs from Universal Music Group’s record. Apple was also rumored to get a lower cost for music than competitors, which apparently is not the case. Many people are surprised why Apple, which was the global online music pioneer, has been so late to enter the music streaming business.

Apple has been trying to enter streaming music arena, where people can listen music through a subscription service. In the tech market, rest all have entered this business with wide variety of business models. Apple is likely to enter market until it has distinctive product. The iPhone was not the first Smartphone, still it managed to make smart use of touch interface. iPod was not the first portable music player, but was the first to get the digital music store.

Technology is unlikely to offer major advantages, both business wise and consumer wise as the user model seem to be encoded with greater competitive tools. Two advantages no other service does is to entirely bridge the gap between streamed and purchased music.

Apple’s next operating system for iPhone, iPad, iPod touch has been long awaited as many reports have suggested that John Ivy is going for a full overhaul of the operating system and making things much simpler. Further sources have provided the description in detail of what the market, users, and developers alike could expect from software’s much refined look.

It is expected that the New design would have a more flatter look and would do away with all the gloss of iOS. Reportedly, rather than focusing on several latest and enhanced features, Apple has been going through a thorough overhaul for iOS 7 and is more into focusing the looks and feel of the iOS device software. Sources have suggested that Apple would also invoke a more universal feel to its operating system with emphasis on blacks as well as whites. Currently iOS has a more diverse approach with its true to nature design elements.

Sources announced iOS 7 to be Black, White and overall Flat. Over the past few months, Apple has been remaking iOS 7 as many believed that the operating system had become stagnated. It is believed that the updated software would be showcased at WWDC 2013 to be geld at 10th June. Interface variables to be shown at the event could be exceptionally from what Apple has been testing in last few weeks.

According to reports, all the software designs filled with physical metaphors do not stand the test of time. Apple users could even get confused, because iOS’s current applications have numerous designs. The recent operating system, which according to Apple will be released at its World Wide Developers Conference, will drop the transparent, shiny time bar on the top of the Lock screen in exchange of a shine free, black interface.

In addition to this the square grid of entering a pin code would get replaced with round, black buttons with white text and white borders. The notifications on the lock screen may look elevated with gestures. The users have become accustomed to the previous lock screen, but now will experience a different screen, that will function in a similar manner. The iOS design team has replaced most of the linen and leather textures found in iOS, with White and Black coloring.

The latest iOS 7 includes new panels for quick access to information. iOS 7′s home screen design is almost same as the display of app icons found in iOS since Apple’s first Smartphone released. Gradient textures have been removed by redesigning the Navigation and tab bars. People familiar with iOS 7 development stated that Apple’s designers and developers are prioritizing an overhaul of the iPhone’s version over the iPad’s software.

Over the last decade, Apple has gone through leaps and bounds to become one of the most prominent force in mobile computing. It not only revolutionized the smartphone industry but its products like iTunes, iPod, iPad introduced new horizons in mobile computing.

Apple continues its hold as the most valuable brand in the world. According to the annual report of Brandz study of Global brands, Apple is found to be world’s most anticipated and valuable brand for the third consecutive year. Apple’s brand value has only increased to one percent to 185 billion, which is not commendable increase as in the 19 percent increase it received in the last year.

Ever since the demise of Steve Jobs, Apple has been under serious pressure from the like of Android as well as its user base, who have termed Apple products to lack innovations. Many analysts believe that Steve Jobs created a holistic aura around the company which is why expectations to users have increased multi folds. Now that the company is finding it hard to match the expectations, they are facing stiff criticism. But despite that the brand image of the company has not been tarnished as suggested by the reports.

Experts might have considered all the force Apple has taken on the Wall Street which would reveal how customers view the company’s brand, but the reports have nullified all the claims.

The report announced 100 most valuable companies around the world, and Cupertino based Apple scored first position in the race. Apple is not alone in the tech industry as the prominent brand, several other tech companies including IBM, McDonald’s, and Coca-Cola placed at the top five. Experience along with surge in the growth helped Apple’s chief mobile hardware competitor, which jumped from 55 to 30.

Apple remains holding the top position, well ahead of the rest of the list, in both technology and overall. Other technologies may stand somewhere behind in the race but if they deliver some exciting innovative products then Apple might have another thing to worry about. Google and Samsung are two such companies that have locked horns with Apple in the past and have given it a run for the money. with the competition mounting, the rankings would see more shuffling in the near future.