Jony Ive's New iOS 7 "Black, White, and Flat all Over"

New Apple iPhone 5 "Music Every Day" TV advert. Jony Ive gave iOS 7 new look and feel: "black, white, and flat" all over.

A new Apple iPhone 5 television ad, showing a wide variety of iPhone users, and how they enjoy their music.

The ad is reminiscent of the "Photos Every Day" ad that debuted a few weeks ago.

Apple - iPhone 5 - TV Ad - Music Every Day - "Everyday, more people enjoy their music on the iPhone than any other phone."

Apple - iPhone 5 - TV Ad - Photos Every Day -"Every day, more photos are taken with the iPhone than any other camera."

Sources have revealed that over the past few months, Jony Ive has re-architected iOS 7′s new interface several times, and that it is now "black, white, and flat all over."

Heavy Textures: With iOS 7, Ive's preference are to make the new OS as clean and seamless as his glass and aluminum devices, "all while making the software remain simple enough to resonate with customers."

Turning on the iPhone: Apple is reported dropping the shiny, transparent time bar on the top of the Lock screen in exchange for a shine-free, black interface. Additionally, the square-grid for entering a pin code has been replaced with round, black buttons with white text and white borders.

And, the the notifications on the Lock screen may see improved manipulability with gestures.

Notification Center, which currently has a drop-down panel with a dark linen background. In iOS 7, becomes a dark grey/black color with white text.

Also, Apple is testing a dedicated, easily-accessible panel for WiFi, Airplane Mode, and Bluetooth toggles -- in addition to alredy exisitng local weather and stocks information.

Home Screen. Display of app icons is remain same as from the first release. While the Home screen app icons lose shine, shadows and gloss, the buttons are still round and just as tappable.

Also, Apple-bundled app icons have been redesigned with flatter, less-skeuomorphic textures. And, the navigation and tab bars have been redesigned to remove gradient textures and is less transparent than in iOS 6.

Additionally, panorama-like wallpapers are also present.

iOS 7′s system-wide keyboard now sport a lighter shade of grey and doesn't include shadowing.

Redesigned Apps: apps icons have been redesigned to fit the white, black, and flat theme. For example, the shredding animation for deleting virtual passes has likely been removed from Passbook.

Additionally, the iPhone's Notes app has replaced the yellow notepad design for a flat white look. Apps such as Mail, Calendar, and Maps gets flat white textures. While the core elements of those apps are mostly white, each app has been given a unique button color.

For example, the Calendar app could potentially have red buttons, while Messages could have green controls. And, the new Weather application is said to include slightly animated images to notate types of weather such as rain, sun, or snow. Game Center has been stripped of green. Newsstand replaces the wood-shelf interface with a texture. Safari tweaks involves tabs view. App/iTunes/iBook stores will sport a flatter, white look.

"The iOS 7 will also likely include integration for Flickr and Vimeo in addition to improved in-car support for Maps and Siri. Additionally, the new OS will include a standalone FaceTime app for iPhone," reports 9to5mac.