Technology giant Apple has unveiled a new look for the user interface of its iOS operating system.Displaying the first amendments to be overseen by design chief Jony Ive, the company pointed to a move away from the use of wood, leather and other real-world textures in favour of a sleeker, clean theme.

A new parallax effect, meaning icons shift against the background image as users tilt their handset, was included in the innovative system following feedback from the gadget’s accelerometer sensor.

Jan Dawson – chief telecoms analyst

Commenting on the new outlook, Jan Dawson – chief telecoms analyst at the Ovum consultancy – said: “Some people will love that their phone feels new and different, while others will be disoriented by the newness.

“Finding your Settings app is hard when the icon has totally changed, and the many people who easily get disoriented by their gadgets may well have a negative experience.

“On the other hand, this is a clear statement from Apple that it acknowledges the need to refresh the user interface and is willing to do something pretty dramatic.”

Those tech-savvy consumers who love to stay ahead of the pack when it comes to owning the latest gadgets and gizmos could be excited to hear that Apple will also be launching an iTunes Radio streaming service in future models.

Hailed as a way for consumers to “discover new music”, the feature can be tailored according to a person’s listening history on the old iTunes – meaning they can explore new and exciting bands or artists that they may never have heard.

The feature, which will come as a competitor to and Spotify, will be accessed through the iOS 7’s music app, as well as iTunes software for Macs, PCs and Apple TVs.

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