Since Apple launched the iPhone in 2007, the general look and feel of smartphone interfaces has become somewhat commoditized. The new iOS 7 separates Apple from

Since Apple launched the iPhone in 2007, the general look and feel of smartphone interfaces has become somewhat commoditized. The new iOS 7 separates Apple from the pack a bit more with a super different-looking interface. Once this has been on the market for awhile, you’ll be able to tell from a distance or in an instant whether a phone is an iPhone or not. (This is true despite the fact that Apple decided to copy the Android animated wallpaper look.) I'd argue the opposite: previous iterations of iOS are much more visually distinctive than this one. Which isn't a knock against the design language of iOS 7, but I think its a tricky argument (and certainly one that the author did not make) to say that this looks more different than WP/Android as opposed to less.