The author is close to an epiphany, but I feel doesn't quite reach it. Yes, the last few years has seen iOS design trends to learn towards sterile apps where t

The author is close to an epiphany, but I feel doesn't quite reach it. Yes, the last few years has seen iOS design trends to learn towards sterile apps where there is little uniqueness across apps. This is good for novice users, the consistency makes it easier to onboard into a new app. The downside however is that many apps feel the same and have little differentiation. The solution is to invest in UX and design to find ways to give your app a personality while keeping with the visual affordances users have learned. The solution is most certainly not to add sparkles and off angle text boxes.