ios7 as defense
Since iOS’ launch in 2007, people have devoted a lot of time and money to copying the UI. Samsung, of course, is the biggest offender, but the copying has gone far beyond them: almost all modern smartphones and tablets have parts that resemble the old iOS UI. (Some have more parts than others.) iOS mimicry has even widely infected web design, especially those horrible “mobile” blog themes that try to look like an iOS app.
The entire tech industry has been homogenizing and commoditizing iOS’ appearance so much that after six years, iOS no longer felt exclusive, unique, or premium to most people: it felt like the norm. Apple needed to shake things up to keep their premium edge, and they went all-out.
Read the entire piece its brilliant.