Last week was Apple's Worldwide Developers Conference (WWDC), and Apple design boss Jony Ive (actually, his title is senior vice-president for industrial design) launched an entirely new iOS.
Though the revamp has polarized critics, we see it as a fresh start for Apple.
What do marketers need to know?
Check out this week's video, hosted by Mutual Mobile's consulting iOS architect Kevin Harwood:
Yes, the design overhaul means brands will have to update their applications. Apps missing the new animations will feel out of place in the playful iOS 7.
The good news is that thanks to new Automatic App Updates users will always be running the latest version of your app.
Apple also introduced iOS in the Car. Partnering with carmakers, including Honda, Mercedes Benz, and Jaguar, Apple will bring turn-by-turn directions, iTunes Radio, and your calls and messages right to your dashboard.