jony ive iOS 7 video

About halfway through Apple’s keynote today, Craig Federighi brought Tim Cook back up onstage for one of the biggest reveals in the company’s history. It was the moment everyone had been waiting for: the preview of Apple’s biggest iOS refresh to date, iOS 7.

Rather than jump right into listing new features and improvements, Apple chose to introduce the new software with a hardware-like introduction video featuring Jony Ive talking against a white background. And in case you missed it, Apple just posted it online…

For those who would like to watch the video, you can find it on Apple’s web site by clicking here (look for the ‘Watch the iOS 7 video’ link located toward the top of the page) or watch it embedded below.

Not only does the 7 and a half minute video give a nice overview of the redesigned iOS 7 and its features, but it also offers up great insight into what influenced the company’s decision to take iOS in this new direction. Plus it’s narrated by Jony Ive and his soothing English accent.

  • Micky Ganon

    audio recorder / activator/ bite sms / and more…ios 7? not for me

    • All of that will be fixed with less jailbreak tweaks than you have on iOS 5/6. So long as Cydia isn’t built in, there just wouldn’t be a reason to use official iOS.

  • TesticularFortitude

    I must admit that Ive has impressed me. In less than a year, he has done some cool things. I’m already excited about iOS 8.

    • Piyush

      I know its apple but still don’t get your hopes very high.

      • TesticularFortitude

        I’m an optimist… And it’s a beautiful thing.

  • Bob

    Apple could sell salt to a slug. They make awesome ads.

  • n0ahcruz3

    Praise Jony!

  • Phil Randle

    Jony I’ve and team did a great, great Job. This new iOS design will pop when people see it on iPhones and iPads instore, and it has or of features that the mass consumer market were after.

    I am looking at my jailbroken, iPhone 5 and there isn’t really anything that I’d miss, I’m thinking of jumping to the iOS 7 beta now.

  • Nico Spatola

    As a side note – anyone know the song used in the video?

    • Dave Finkelstein

      Most likely it was created just for the ad by a company hired by apple. Sort of like a film score.

      • senastuff

        Most of the time, it’s not. All other Apple’s intro video is based on popular music background song. They’re really good at choosing the right elegant one. Such as, Six Degrees of Seperation [or ‘Separation’? Correct my spelling please] on iPhone 5 and Rolling in the Deep on iPhone 4S. On others, I found that it’s background song too, but I forgot what the music title.

  • Mike M. Powell

    Quick compose/reply .-.?

    • Damian W

      Mac got it so should ios. Hope

      • Mike M. Powell

        They might show it along the new iPhone this fall hopefully, although bitesms is good I just wanna kill another tweak iOS 7 already slaughtered >:D!!! N then I just have to jb for my Themes :p

  • seyss

    i love these videos

  • Burge

    Just installed clock 3DBoard and Cardswitcher .. It’s a start to iOS 7 on iOS 6..
    still waiting for the beta to be released

  • Jonathan Ive

    I hope you guys love ios 7 as much as we do

    • R4

      Lol seems legit

      • Gorgonphone

        OMG apple PR team is really here… trying to promote this ugly iOD update

    • Lol, thanks for actually listening (and reading the comments), especially regarding the Find My iPhone functionality 😉

    • Gorgonphone

      what the hell??? um no it suck an looks terrible you need to stick to making the hardware

      • ClaudieX X

        Gorgo Samsung employee… you are very popular in various pages, also known as “NO” He’ll try to destroy every positive review of Apple…

        You are making Samsung a patethic company

  • sheunghko


    • Piyush

      That’s racist dude 😉

      • sheunghko

        you see…. iOS7 its like purely made for the white iphone….

      • Gorgonphone

        yah ji want an option to get rid of all the girly white crap

      • Yash Gorana

        Why don’t you plant a pe**s on yourself. Without it you are too girly.

  • hudss

    iOS 7 is my favorite version of Android yet..

    • says a lot they did the OS better than Google themselves then eh?

    • Gorgonphone

      ahahhahah best comment so far

  • bllackghost

    jonathan ive .. i love you! <3

    • Gorgonphone

      i hate you UI design.. pure crap

      • ClaudieX X

        Gorgooo Samsung employee… you are very popular in various pages, also known as “NO” He’ll try to destroy every positive review of Apple…

        You are making Samsung a patethic company

        Stop doing that

  • beet

    where is quick reply that has implemented in maverick? iOS should have it too 🙁

    • Damian W

      They did very poor coverage of ios 7 especially on iPad. It looks like they forgot to talk about notfications, messages, and maps. Hopefully they are all improved and changed a lot.

      Multitasking on iPad looked odd. Like a port of iPhone to iPad. Sad, because IPad has the greatest potential to have best multitasking functions.

  • Nice functions, would like to see AirDrop supported by a jailbreak tweak. Not gonna go for a flattish all-white UI just for AirDrop…would much rather go android.

  • Visar Abdulai

    OK what the beep was that “ITHIEF” … all jailbreaks ncncncncnc

  • marco v berlo

    Iam happy that apple have learned from jailbreaks and that we can see cydia tweaks integrated in ios7. Like bitesms and cardswitcher, livepapers, liveclock and ncsettings on mission control.
    I cant without jailbreak but i cant wait when ios7 is out

  • R4

    John Ive is just a Boss, no other way to put it…. What we expected was to see some Cydia tweaks as usual but this is just Epic.

  • seyss

    any download link?

  • Tom Hermanson

    I think it looks really sweet to the average user however it won’t replace my jailbroken 6.1.2. Oh well, the waiting game begins. This is also the first OS that doesn’t apply to ANY old bootrom devices so no tethered jailbreak this time either. Everyone, users and developers alike will be waiting for a release so I think this is going to be the longest wait EVER for a stable jailbroken enviroment on a new IOS.

  • Gon Bajraktari

    its funny how everyone wants the tweaks to be implemented into iOS and when it happens; damn it, they stole the ideas from the tweaks :/

  • Faiz

    Want iOS 7 beta now? Email me your UDIDs at and paypal me $10 and I will get it to you asap :))

    • chepeloni

      @markiezeanthonymitchell:disqus seems to be interested

  • leart za jmi

    I will miss only zephyr from jailbroken tweaks, ios 7 seems to have everything else

  • Gavin Friel

    So many little nuggets apple have picked from jailbreaking. It’s absolutely gorgeous I wouldn’t even want to jailbreak it.

    • Gorgonphone

      this has to be a joke

  • Getoari

    I dont like the design of the icons :S

    • Fajri Aryuanda

      Very very very very ugli icon T_T

    • omrishtam

      they are….meh-fine

  • Gorgonphone

    Ive sucks a sa UI designer needs to stick to the hardware design,,, if Steve was alive ive would never have been allowed to create this ugly miss-colored mess

    • ClaudieX X

      Gorgooooo Samsung employee… you are very popular in various pages, also known as “NO” He’ll try to destroy every positive review of Apple…

      You are making Samsung a patethic company

  • Gorgonphone

    this site has been infiltrated by apples PR team

  • Pearl

    I’m hoping the new multitasking system allows killing all background apps at once or multiple swipe downs to delete (a la Auxo). It is long overdue.

  • Adan Santos

    Is ANYBODY going to mention what device Apple used to show all of of those iOS7 screenshots? I have gone literally through hundreds of articles today with these pictures. Have I missed something?

  • Another cycle. Lose the jailbreak weve treasured; update to a more seamless os; then end up jailbreaking again….to add our own cool touches

  • Markieze Anthony Mitchell

    Who is selling UDID’s. I want to purchase one asap!!!

    • Ethan Humphrey

      wow…completely off topic

  • RyanFoley

    Very exponential. When you have Forstall behind the wheel, you get change little by little, maybe even not at all. With Ive, you skyrocket. The difference between iOS 6 and 7 crazy to me. Since Ive has laid down his iOS design footprint in iOS 7, I can only imagine what this cheeky bastard has in store for iOS 8

  • techtech72

    I wish they included quick reply and compatibility with iPod Touch 4th gen. but anyways I like the new UI and siri voice

  • Uday Kapoor

    i am loving it already…..<3

  • @dongiuj

    Multitasking looks ok.
    Anyway, let’s see how it performs when released to the public because let’s face it, when ever apple releases something it’s always got some problem that they seem to have not checked or think “we’ll just throw it out there, get our cash and let the user find the problems.”

  • Barry

    My god.. Really? This looks like a theme! And it’s not even pretty (for me).

  • Mike Castillo

    Selling UDID activations for $5! Email your UDID to me at

    PayPal is accepted only!

  • maurid

    Oh, so many hipsters in the ad. Can’t watch.

  • Harley M

    I don’t think I could survive without SwipeSelection, so I’m already looking forward to the IOS 7 jailbreak!

  • Ben Giddings

    I am in love

  • D4x3n0

    most of these features are available now in cydia, some users then will definitely avoid jailbreaking their devices.

  • iOops

    The design is.. well.. different. I sure hope they let you change color themes, as this default white one will look pretty bad on a black device.

  • iOS developer

    Immediate LEGIT developers activations available!

    I am an Apple Developer with UDID’s available. If you want to activate your iOS 7 please paypal 5 USD to –

    (along with your device UDID) your device will be activated as developer in a few minutes. Many devices already activated today, many slots still available.

  • michael

    what a way to steal from the jailbreak community and take the jailbreak away… lol

  • michael

    I only own a iPhone cause of the jailbreak community. Apple needs to finally allow 3rd party apps like Cydia or a open iOS. I don’t condone stealing apple apps but do wanna see tweaks, themes and all that Cydia has to offer..!!! Enough stealing ideas from jailbreakers and allow iOS to be open..We are owed the right to our devices..!!!

  • jackus

    whats the song in the background??

  • Lee Saenz

    Lee • 6 minutes ago −
    iOS 6.1.4 is the last FW before iOShit7, that Jon Ive ripped off from the jailbreak community…. It’s obvious he has a jailbroken iDevice, and is stealing ideas and acting like they are his own. Jon Ive is ripping Cydia tweaks and NOT giving any credit or compensation to its original creators… iOShit7 is proof of that. Keep on ripping Ive, that way you keep your snake of a job you call a “career”.
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