Apple has shown off its revamped operating system for the iPhone and iPad and insisted it still knows how to innovate.

It says the iOS7 system will have a cleaner, simpler look, and that the use of "translucency and motion makes even simple tasks more engaging".

It also cites new features including Control Centre, Notification Centre, improved Multitasking, AirDrop, enhanced Photos, Safari, and Siri.

Jony Ive, Apple’s senior vice president of Design, said "True simplicity is derived from so much more than just the absence of clutter and ornamentation—it’s about bringing order to complexity. iOS 7 is a clear representation of these goals. It has a whole new structure that is coherent and applied across the entire system."
The tech giant also says its camera system has been improved, allowing for easier usability and new filters.

The giant has been stung by criticism that its latest releases have not been very exciting.

The look of the new operating system

A new cleaner design will be rolled out from the Autumn. As part of that overhaul, Apple introduced the iTunes Radio to little fanfare. It will allow users preference their favourite radio stations and is aimed at driving new song purchases through iTunes.

The iTunes Radio

It says the feature will offer personalised radio, based on a user's listening history and past purchases from iTunes.
But there was also big news about updated MacBook laptops - the company is promising its new range of laptops will offer all-day battery life.

The computer giant has been showing off its latest MacBook Air models, which it claims are capable of up to 12 hours of use between charges.

Company Executive is Phil Schiller: