Apple's Vice President of software engineering Craig Federighi, in showing off the new operating system, was expansive in describing the change from the previous version.
“Installing iOS 7 on your phone is like getting a whole new phone -- but one that you know how to use,” he said.
And while many of the elements are in the same place, the visual palette is completely new in iOS 7 than from the previous versions.
The new "flat" look -- coming from the removal of Apple's beloved skeuomorphic style -- plus brighter colors and transparent overlays are the most notable changes.
Notification center, while still a pull-down from the top of the screen, has a whole new look, with calendar events, notifications, and missed notifications in separate tabs. A brand-new Control Center, a pull-up element from the bottom of the screen, allows instant access to airplane mode, WiFi and Bluetooth, brightness, music player, calculator, flashlight, clock and camera.
Built-in apps such as Safari, weather, and Maps also have a new look. The camera app has square, panoramic, HDR and filter options, and the photo app now sorts images automatically into years, "collections" and "moments."