1. MUTUAL MOBILE | AUGUST 2013
What brands need to
know about iOS 7.

2. iOS 7 was announced
in June 2013.

3. It is a radical departure
from previous iOS releases.

4. Here’s how.

5. There are three new
central themes to iOS 7:
1. Deference
2. Clarity
3. Depth

6. What is Deference?
The UI should help users understand and interact
with the content, but never compete with it.

7. Deference
Reconsider the use of insets and visual frames and - instead -
let the content extend to the edges of the screen.
iOS 7iOS 6

8. iOS 6
iOS 7
Bezels, gradients, and drop shadows sometimes lead to
heavier UI elements that can overpower the content. Instead,
focus on the content and let the UI play a supporting role.
Deference

9. Translucency can provide context and help
users see that more content is available.
iOS 7iOS 6
Deference

10. What is Clarity?
Text is legible at every size, icons are precise and lucid,
adornments are subtle and appropriate, and sharpened
focus on functionality motivates the design.

11. Clarity
iOS 6
iOS 7
White space makes important content and functionality more
noticeable. Also, white space can impart a sense of calm and
tranquility, and it can make an app look more focused and efficient.

12. iOS 6
iOS 7
iOS 7 system fonts automatically adjust letter
spacing and line height so that text is easy to read
and looks great at every size the user chooses.
Clarity

13. What is Depth?
Visual layers and realistic motion used to
heighten delight and understanding.

14. Depth
Calendar’s new transitions
encourage a sense of depth
as you move between
viewing years, months and
days. In the scrolling year
view shown here, users can
instantly see today’s date
and perform other calendar
tasks.
A similar transition happens when
users select a day: the month view
splits apart, revealing the day view
and moving the week straight up to
the top.
When you select a month, you
zoom into the month view while
the month’s title shifts to the
right. The other month’s now
above and below in a scroll view.

15. When is the release date?
Fall 2013
JUN JUL AUG OCT NOV DEC
iOS 7
Beta Release
June 2013
iOS 7
Feature Complete
9/6
iOS 6
Feature Complete
8/6 (as planned)
Anticipated iOS 7
Launch Window
SEP
We are hereWe are here

16. Supported Devices
iPhone 4, 4S & 5
iPad 2, 3, 4 & Mini

17. Let’s do some
adoption rate math.

18. 60%
of iOS 5 users
upgraded to
iOS 6 within 2
weeks after
its launch.

19. Already there are
more iOS 7 users
than there were
iOS 5 users...
>

20. The adoption rate
of iOS 7 will be
equal to, if not
greater than, 60%.
=

21. Will your
apps be
ready?
?

22. Three recommendations
to help you prepare
for iOS 7 by Fall 2013:

23. 1. Enable
WHERE TO START
It’s often possible to use an existing
application codebase and fix any issues that
might crop up as a result of the architecture
changes of iOS 7.
THINGS TO CONSIDER
This is largely insufficient because it doesn’t
address any of the new design paradigms.

24. 2. Adapt
WHERE TO START
Find a middle ground between the iOS 6 and
iOS 7 design languages. Create a new visual
design while maintaining the existing
interaction framework.
THINGS TO CONSIDER
While this is a better option than just
enablement, it’s probably still not enough.
The new iOS 7 design paradigms go
beyond just a new skin.

25. 3. Evolve
WHERE TO START
In many cases it’s best to design from a
blank slate. Evaluate all parts of the existing
experience and determine how best to solve
them with iOS 7 in mind.
THINGS TO CONSIDER
This is a much bolder strategy, but it took
Apple starting again from scratch to get to
iOS 7. This solution is the most future-
proof.

26. Questions?
Learn more about how we think at mutualmobile.com
How can we help your team get iOS 7 ready?
Contact us today.