Apple Emphasizes Innovation with New Branding: ‘Forward Thinking, Ahead of Its Time’

Yesterday Apple announced two new iPhones at once—a first for the company—and also slapped a release date on its next-gen mobile operating system, iOS 7.

A major theme threaded through Apple’s announcement was one of innovation. Without using that word specifically, the world’s most valuable technology company—who consistently believes it’s better than the competition—reinforced this notion with new marketing slogans.

iOS 7, which is slated for release on September 18, is being dubbed “ahead of its time” by Apple on the company’s website. And the iPhone 5S was described by executive Phil Schiller as possibly “the most forward-thinking device ever,” with the term “forward thinking” now plastered on the smartphone’s splash page.

The iPhone 5S includes a slew of significant updates, including an incredible camera and remarkably fast 64-bit processing chip. But is it truly that much ahead of the competition? And iOS 7 is Apple’s biggest mobile update ever—but does that qualify it as ahead of its time? Let us know your thoughts in the comments below.

You can watch Apple’s keynote announcement here.