Federico Viticci:
iOS 7 has a new focus on content with an interface that emphasizes hierarchy, context, edge-to-edge designs, gestures, motion, and typography. I don’t think that iOS 7 has lost its predecessors’ playfulness; in fact, I do believe it’s got a different kind of whimsy – one that is related to content and information, not just the resemblance of toolbars to leather or paper. I already see this in the animations and transitions for moving between views, the way Control Center comes up from the bottom of the screen, or how tapping an icon zooms into it, bringing an app in the foreground.