Steve Jobs superbly did their product line years before, and during WWDC 2013 keynote, we saw the first major consequences of that decision.
The keynote has been available via different ways - streamed live, and then posted to the web. Those who don't have time to watch it in one sitting, Apple has made uploaded the entire keynote to their Apple Keynotes channel available in iTunes. This means users are free to can download it to your iPhone or iPad and watch it on the go. The WWDC 2013 Keynote can be grabbed here.
If you happen to have missed this important event, and have not watched Tim Cook performing on behalf of Apple on WWDC 2013 stage, announcing iOS 7, you can enjoy the short version of the keynote embedded below and do not hesitate to share your thoughts in the comments!