Apple displayed new versions of several products on the first day of its annual Worldwide Developers Conference in San Francisco on Monday. One is its redesigned mobile operating system:

The new operating system, called iOS 7, strives for a clean, simple, translucent impression. Apple is redesigning all its applications and icons to conform to the new look, driven by long-time hardware design guru Jony Ive. . . The operating system will show up on most iPhones, iPad and iPod Touches this fall, the company said. The overhaul represents Ive’s attempt to freshen the look of both the iPhone and iPad in hopes of deepening users’ attachment to the trend-setting devices. It comes at a time when rivals such as Samsung Electronics and Google are trying to get people to defect by developing their own lines of elegant and often less expensive products. ¶ The stiffer competition has slowed Apple’s growth in the increasingly important mobile device market, contributing to a 38 percent decline in the company’s stock price since the shares peaked at $705.07 in September.

Associated Press

Watch Apple’s presentation of the new operating system below:

The latest update to Apple's iOS for the iPhone was shown in a video presented during the 2013 Worldwide Developers Conference (WWDC).

The new design is a significant departure from past versions, and many of Apple’s products also look very different, including the Mac Pro, a cylindrical desktop. “Love it or hate it, that’s quite a bit of new stuff for developers to chew on,” writes Emi Kolawole.

Hayley Tsukayama writes that the company’s presentations Monday were “an aggressive defense of the company’s reputation as a technology leader”:

The firm, which hasn’t released a major new product in more than six months, is combating the idea that it’s losing the ability to innovate after the death in 2011 of its co-founder and lead visionary, Steve Jobs. It unveiled several new software and hardware products, including a dramatic makeover of its mobile operating system, iOS 7, and announced a new desktop operating system, OS X Mavericks.

Executives, including Apple chief executive Tim Cook, took several jabs at competitors throughout the Worldwide Developers Conference, including poking fun at poor sales of Microsoft’s new operating system. “Can’t innovate any more, my ass,” said Philip Schiller, Apple’s senior vice president for worldwide marketing.

Hayley Tsukayama

For past coverage of the WWDC, continue reading here.