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Apple has unveiled a flatter look for the user interface of its smart device iOS operating system - the first to be overseen by its design chief Jony Ive.
He said the aim was to make the system look "cleaner" to help "elevate" users' content.
It involves a shift away from skeuomorphism - the use of leather, wood and other real-world inspired textures and artifacts in apps.
A similar change has also been made to the OS X system for Mac computers.
Highlighting the new look of the firm's Game Center app, Apple's senior vice president of Software Engineering Craig Federighi joked: "We just completely ran out of green felt and wood - this has got to be good for the environment."
He also showed off a parallax effect which means icons shift against the background image as an iPhone-user tilts their handset one way and another, based on feedback from the device's accelerometer sensor.Apple Changes iOS 7 UI [bbc.co.uk]