I remember watching WWDC back in 2013. Tim Cook and the team took the stage as usual and, to everyone’s surprise, announced iOS 7. Okay, the announcement itself wasn’t surprising — everyone knew iOS 7 was coming — but instead of Tim Cook showing it off, the company played a four-minute-long video of Jony Ive introducing and explaining the thought process behind the radical design change.
With iOS 7, Apple was saying goodbye to skeuomorphism, the design language it had used since the iPhone launched back in 2007. Jony Ive, Apple’s Chief Design Officer, had previously taken over the design of both hardware and software at the company, taking the reins from Scott Forstall, previous software design lead, who had been ousted.
