tbolt

Don’t Call iOS 7 Flat

Jony Ive:

One of the things that we were interested in doing is, despite people talked about this being “flat,” is that it’s very, very deep. It’s constructed and architected visually and from an informational point of view as a very deep UI, but we didn’t want to rely on shadows or how big your highlights could get. Where do you go? I mean, there is only so long you can make your shadows.

It wasn’t an aesthetic idea to try to create layers. It was a way of trying to sort of deal with different levels of information that existed and to try to give you a sense of where you were.