These articles are quite telling: http://appleinsider.com/articles/13...-likely-to-see-major-revisions-before-release http://thenextweb.com/apple/2013/06/12/why-does-the-design-of-ios-7-look-so-different/ The feeling I get from the icons, typeface, etc. is that this is unfinished - a prototype that Apple rushed to show something at WWDC. I feel the icons are too simplistic, the thin default font too unreadable and too simple. Too many white backgrounds and simple colors. These are all placeholders. They just needed something to show off the features, without keeping the look-and-feel the same. It just had to look different... I hope - sincerely hope - that the current Beta UI look-and-feel will be polished and look much more like what we would expect from Apple come this fall. And given where it is today - fall is going to be quite late this year.