What will people do if iOS 7 is released and the icons haven't changed? Not upgrade? Go Android or Windows?
Yes.
You know how many people I have seen switch away from iOS to Android? About four too many. Why? Because iPhone 5 was a bust. It lost badly to Galaxy S3 on the "what makes people want it" scale: screen size, ease of use, maps functionality, NFC, Bluetooth game controllers, ease of changing the screen brightness, ability to run emulators, openness of the platform, all these things were perceived as Apple losing its technical leadership and edge, not listening to its customers, etc.
I didn't upgrade to the iPhone 5 because it isn't Gorilla Glass on both sides. I am still waiting to see if they fix that in the 5S, or go with Liquidmetal or something that won't scratch so easily. We people are fickle. Jobs understood that more than anyone... I think it was because he went to college with a bunch of whiny Reedies. Nobody whines about little details and thinks it's their goal in life to pick apart and analyze everything that seems unimportant to most people more than over-privileged, white, west-coast, too-smart-for-their-own-good, over-caffeinated, liberal arts students.
This is a WAR. Apple has to do more than throw out some Emperor's New Clothes crap, because people WILL call BS on it, and walk away in a heartbeat. I think it's taking Cupertino too long to realize that it's not 2010 anymore. The days of Apple being better because they are Apple, and everyone just knowing and accepting that de facto, are over.
Apple always does best from the underdog position; they make a terrible top dog. They just don't know how to not become lame and self-important. Like that recent add where they gloat about how perfectionist if they are. They need to remember this is a war and that they need to fight tooth and nail for their customers.
iOS's biggest advantage today is SPEED. There is quite simply far less lag in apps, which is especially noticeable in music apps, due to iOS's core design (no garbage collection, very little background processes). But Apple never mentions this in ads. How is iOS 7 going to improve/maintain the constant 60 FPS people are accustomed to?
iOS is also less prone to viruses, spyware, and background processes killing your battery... but you never see Apple promote that, either.
Remember the Mac vs. PC ads? Where's that spirit again? I see Samsung running ads making fun of Apple fans in line when the Galaxy is the real next big thing, as they claim.
So what does Apple promote as better about its platform? What will it say when iOS 7 hits?
I want it to highlight all the technical advantages, tell us why TextKit makes it better for publishers to make magazine apps that render layout programmatically; tell us what's cool about Beacons; tell us how border less buttons let you make the text of the button bigger so it's easier to see; tell us what percentage iOS 7's battery life is better than Galaxy by; tell us how much less interface lag there is than a Galaxy S4; tell us why it's BETTER.
Apple's in my blood and so I fight for Apple, but I am also a harsh critic of Apple because they are in my blood.
So when I called out Apple on iOS 7's plainness in this thread I did not intend that as an indictment but more so, I want to know that iOS 7 has a damn good reason for all these changes, that it's going to make iOS better and why, that the reasons are technical also, and not just aesthetic.