iOS 7 a dramatic change for Apple

New at the Apple event in Cupertino, Calif.: iOS 7 is the latest version of the mobile software Apple uses for its iPhone, iPad and iPod Touch devices.

The new software represents the most dramatic change Apple has made to its mobile platform since it launched alongside the original iPhone in 2007.

IOS 7 features an all-new interface with a drastically different design and a flurry of new features.

Additionally, Apple said it will sell its 700 millionth iOS device by the end of October, according to the Verge.

Media converge | 10 a.m.

Eager media have converged on Cupertino, Calif., for Apple’s main event, the expected announcement of two new iPhones.

Apple’s announcements are followed with fervor, and the Los Angeles Times’ Chris O’Brien tweeted from the event: “The doors are open. The music is thumping.”

Still, the landscape has changed for Apple. The competition is fierce and, analysts say, the stakes are higher for the tech giant.

New hardware, software and service launches are expected today. More here as the news pops.