Nerval's Lobster writes: Apple CEO Tim Cook kicked off his company’s Worldwide Developers Conference (WWDC) in San Francisco with a short video emphasizing the importance of design, particularly that which evokes some sort of emotional connection such as love or delight. But that sentimental bit aside, this WWDC was all business: huge numbers of developers attend this annual event, packing sessions designed to help give their apps an edge in Apple’s crowded online marketplace (some 50 billion apps have been downloaded from the App Store, Cook told the audience during his keynote). Apple also uses its WWDC to unveil new products or services, attracting sizable interest from the tech press. This time around, the company introduced Mac OS X "Mavericks," which includes “Finder Tabs” (which allow the user to deploy multiple tabs within a Finder window—great for organization, in theory) and document tags (for easier searching). Macs will now support multiple displays, including HDTVs, with the ability to tweak elements between screens; Apple claims the operating system will also interact with the CPU in a more efficient manner. On top of that, Apple rolled out some new hardware: an upgraded MacBook Air with faster graphics, better battery life (9 hours for the 11-inch edition, while the 13-inch version can draw 12 hours’ worth of power). Apple has decided to jump into the cloud-productivity space with iWork for iCloud, which makes the company’s iWork portfolio (Pages, Numbers, and Keynote) browser-based; this is a clear response to Office 365 and Google Docs. And finally, the executives onstage turned back to iOS, which (according to Apple) powers some 600 million devices around the world. This version involves more than a few tweaks: from a redesigned “Slide to Unlock” at the bottom of the screen, to the bottom-up control panel that slides over the home-screen, to the “flat” (as predicted) icons and an interface that adjusts as the phone is tilted, this is a total redesign. As a software designer, Ive is clearly a huge fan of basic shapes—circles and squares— and layering translucent elements atop one another.