Apple chief designer Jony Ive may have implemented a full redesign of the newly-unveiled iOS 7 but the Apple focus remains the same - high-end software environment and camera features that consumers will get via the iPhone 5S rollout on September.

What was presented by Apple CEO Tim Cook on Monday was a completely redesigned Apple mobile platform, with Craig Federighi, Apple SVP for Software Engineering, calling the new iOS 7 as "the most significant iOS update since the original iPhone."

The resulting work is a beautiful and equally functional software that exudes "simplicity, clarity and efficiency," Mr Ive said in a statement. The new iOS build not only eliminated clutters but also brought order to device complexity, he added.

"(iOS 7) has a whole new structure that is coherent and applied across the entire system," the Apple design guru declared.

Such solid software bump ups will be immediately noticeable with the rumoured 12MP camera of the iPhone 5S, the overall features of which will deliver the ability for users to tinker with freshly taken images and clips, Mr Federighi said.

The reengineered camera application will simplify shooting tasks such as easier toggling between video and still shots, more intuitive navigation though the cam menu and better file management.

Also, the vastly improved iCloud assimilation with all iOS devices makes for easier sharing of life's memorable moments, Apple said.

This also alludes to the tight integration between Apple hardwares and softwares that Mr Cook had earlier discussed, insisting too that Apple innovation also means staying away from technology trade offs embraced by it rivals.

Prior to the iOS 7 unveiling, some analysts observed that Apple could be running out of innovation, pointing to the lack of nee product introductions from the tech giant.

But a report from SeekingAlpha.com argued that the company co-founded by the late Steve Jobs remains capable of pushing out jaw-dropping softwares and hardwares, the strongest evidence of which is the revamped iOS 7.

Later this year, the new iPhone 5S will display the full-power of Apple's new mobile OS, with many analysts already projecting that the firm is on track for a giant surge beginning on September and onwards.

In fact, the iPhone 5S prospect is so good that Samsung saw its market capitalisation retreating by around $US12 billion last week, the same report said.

The reason for the slide is the reported weakening Galaxy S4 sales following its four-week record debut of shifting more than 10 million units.

"The prospects of a refreshed iPhone, including a potential lower-level model geared towards emerging markets, along with Apple's rumoured iPhone trade-in program, have been cited as direct reasons for this turn in sentiment," SeekingAlpha.com said on its reports.

Apple will likely release the iPhone 5S in September in spite of some production challenges, chief of them is the distraction of building the 4.8-inch iPhone 6, Citi Research analyst Glenn Yeung said in a note last week.