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The world is not flat: Apple unveils 'fresh, light' iOS 7

June 10, 2013 04:24 PM ET

Apple went against grain, however, by declining to set even a release month, as it has at past WWDC keynotes, or talking price. Developers will receive a beta of Mavericks today, but Federighi would only say it would ship this fall, tacitly confirming reports that Apple had pushed back the delivery of OS X 10.9 because it shanghaied engineers to work on iOS 7.

On the hardware front -- Apple has made a habit of introducing at least some hardware at the most recent WWDCs -- the firm today refreshed its MacBook Air line. As anticipated, Apple went with Intel's next-generation Core processor, code named "Haswell," which Philip Schiller, Apple's head of marketing, promised would result in "all day battery life."

With Haswell's help, the new 11-in. MacBook Airs will run up to 9 hours between charges (up from 5 hours), while the more expensive 13-in. models would last 12 hours (up from 7 hours), Schiller claimed.

Apple dropped prices of the two 13-in. configurations, the most popular size, by $100 each, with new list prices of $1,099 and $1,299. The least-expensive 11-in. Air stayed flat at $999, but the pricier 11-in. was bumped up $100 to $1,199. All four models will go on sale today.

Schiller also previewed a new Mac Pro -- the company's highest-priced desktop computer -- and confirmed reports that the machine is the one to be manufactured in the U.S. It will reach retail later this year.

"There were no major surprises," Milanesi acknowledged. "But what we saw today, especially iOS 7, showed that Apple is not one to go after the latest fashion, the latest thing, but creates for those who appreciate the experience that Apple provides. And those customers are the best customers for Apple.

"Familiar, but fresh and modern, that's how I saw Apple today," said Milanesi.

A replay of today's WWDC keynote can be viewed on Apple's website.

This article, The world is not flat: Apple unveils 'fresh, light' iOS 7, was originally published at Computerworld.com.

covers Microsoft, security issues, Apple, Web browsers and general technology breaking news for Computerworld. Follow Gregg on Twitter at Twitter @gkeizer, on Google+ or subscribe to Gregg's RSS feed Keizer RSS. His email address is gkeizer@computerworld.com.

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