As we reconsidered iOS, our purpose was to create an experience that was simpler, more useful, and more enjoyable, but still familiar. Ultimately, redesigning the way it works led us to redesigning the way it looks. With iOS 7, every detail warranted rigor toward design - refining the typography down to the pixel, redrawing icons around a new grid system, sticking to a precise color palette, and remastering audio alerts to be more distinctive and pleasing.