With Apple’s launch of the new iOS 7, a number of the fruit company’s features and services have undergone an aesthetic overhaul. This comes with the appointment of Sir Jony Ive to the software design team, whereas before he had been known for hits including the handle on the original iMac. With the iOS 7 release came the first major overhaul of the iPhone/iPad/iPod Touch interface, and quite dramatically so.
What I find most interesting is the work that has been done with iCloud. The functionality has not been changed in any notable way. But it has gone from a metallic, secure, Fort Knox design, to an airy, summer forever, carefree look.
This has raised my antennae.
For the past 2 years, as cloud services have become increasingly popular, a prime task for Apple (and other keepers) has been not only ensuring the security of their service, but more importantly assuring the security of their service. Your contacts? Your calendar? Your documents? With their metallic imagery, Apple conveyed the message that your information was as secure as your bank account.
It seems that now a page has been turned, and Apple is now seeking to emphasize the lightness of their service. It is, after all, a cloud. Always needing to lead opinion, the company has turned toward emphasizing the ease of use, and with their new lightweight design, is quietly stating that security is a concern of barbarians living in the pre-iOS 7 world.
In other words, it’s now time to get right on the iCloud wagon, and realize how damn easy it all is. It’s not a heavy, metallic burden anymore. It’s an easygoing, thoughtless affair. Yes, it’s secure, but that concern is a thing of the past. Because it’s simple. It’s light. It’s iCloud, after the armour has come off.