iPhone 5C: for the colorful

Color is more than just a hue. It expresses a feeling. Makes a statement. Declares an allegiance. Color reveals your personality. iPhone 5c, in five anything-but-shy colors, does just that. It’s not just for lovers of color. It’s for the colorful. A6 chip. 8 MP iSight camera. 4-inch Retina display. Ultrafast LTE wireless. iPhone 5c has the things that made iPhone 5 an amazing phone — and more, including iOS 7.

All in a completely new design that feels great in your hand.

With a vibrant, lively interface and new features that take full advantage of the technology inside, iOS 7 is made for iPhone 5c on every level.

iPhone 5S: Forward thinking

iPhone 5s is purposefully imagined. Meticulously considered. Precision crafted. It’s not just a product of what’s technologically possible. But what’s technologically useful. It’s not just what’s next. But what should be next. iPhone 5 set a precedent, with an amazing amount of technology in a remarkably thin, light design. iPhone 5s builds on that achievement with Touch ID — a fingerprint identity sensor. An A7 chip with 64-bit architecture. An even more impressive iSight camera. And ultrafast LTE wireless. iPhone 5s is the first 64‑bit smartphone in the world. And iOS 7 was designed with that in mind, built specifically for 64‑bit architecture. Which makes iOS 7 just as advanced as the iPhone it’s on.The iPhone 5s Case is precisely designed to fit iPhone perfectly.

Made from premium leather, it looks elegant and feels luxurious.

And inside, a soft, color-matched microfiber lining helps protect your iPhone 5s.

iOs 7: Simplicity is actually quite completed

Nothing we’ve ever created has been designed just to look beautiful. That’s approaching the opportunity from the wrong end. Instead, as we reconsidered iOS, our purpose was to create an experience that was simpler, more useful, and more enjoyable — while building on the things people love about iOS. Ultimately, redesigning the way it works led us to redesign the way it looks. Because good design is design that’s in service of the experience.

Simplicity is often equated with minimalism.

Yet true simplicity is so much more than just the absence of clutter or the removal of decoration. It’s about offering up the right things, in the right place, right when you need them. It’s about bringing order to complexity. And it’s about making something that always seems to “just work.” When you pick something up for the first time and already know how to do the things you want to do, that’s simplicity.It has a new structure, applied across the whole system, that brings clarity to the entire experience. The interface is purposely unobtrusive. Conspicuous ornamentation has been stripped away. Unnecessary bars and buttons have been removed. And in taking away design elements that don’t add value, suddenly there’s greater focus on what matters most: your content.

With iOS 7, we took something millions of people already love and refined the experience to make it even more effortless and useful. So the everyday things you need to do are the everyday things you want to do. And iOS 7 lets you work in ways that are instantly familiar, so there’s no need to relearn everything. Your Home screen is still your Home screen, for example. Only now, it takes even better advantage of your Retina display — and the space underneath the display. But you use it in exactly the same way. iOS 7 takes full advantage of technologies in iPhone, iPad, and iPod touch to push the iOS experience further. Distinct and functional layers help create depth and establish hierarchy and order. The use of translucency provides a sense of context and place. And new approaches to animation and motion make even the simplest tasks more engaging.There’s a gulf between functional and enjoyable. Between not particularly noticeable and pleasantly memorable. Details bridge this gap. Details are the little things that create delight. The effect is sometimes unperceived, but it is always there, adding up to a consistent experience. And that’s one of the things that makes Apple every bit Apple.