Once you're into the territory of building custom UI controls, effort starts going up, up, up. I've found the existing UI classes to be perfectly good for their

Once you're into the territory of building custom UI controls, effort starts going up, up, up. I've found the existing UI classes to be perfectly good for their intended purpose, but try extending them and they'll frequently break, requiring either a rewrite or late nights of debugging (and you don't get UIKit's source). This is particularly deadly when doing contract work and the client's designer is used to web dev, where you can often hack around stuff. On iOS, "trivial" design changes sometimes cause major headaches. The other not-so-obvious complexity here is probably the data model, which seems far from trivial, especially given the constrained memory environment (lots of images, etc.). The times don't seem unrealistic at all to me.