Alright, so I need all of you to hear me out because I might sound crazy. I was making a mock up of what an "iOS 7-ified" Apple TV UI might look like, and I realized something about all of the icon gradients in iOS 7. None of them have any white or black added to them. All of the icon gradients move from one colour to another. From what I can tell, Apple's goal was to make the gradients look less like shading more like flat colour gradients. But... there's a problem with this. Colours, even with no white or black added, often look brighter or darker than each other. This is why some of the icon gradients seem to go the "wrong way," or why the App Store icon and the iTunes Store icon just seem to be somehow different from each other. It's because cyan seems brighter than both pink and purple. Here's an example of what I'm talking about: The top row of icons is how they would have been handled in iOS 6. Solid colour icons with black added at the bottom for shading. The middle row of icons are icons in the style of iOS 7 that I've modified to appear to be the same brightness. I still kept Apple's primary iOS 7 philosophy of having the colours move along the colour wheel but I added black and white to make them seem balanced. The bottom row of icons follow the rules of iOS 7. No black or white added to the colours. The top row looks fine to me, but it does appear to be shading or at least a faux 3D effect. The bottom row just looks wrong to me. The gradients look sort of... random. Some look brighter than others and they just seem uneven, somehow. I think the middle row strikes a balance but avoids looking like a faux 3D effect. Apple's new iOS 7 icons seem to follow extremely strict rules not only in regards to the grid, but also in regards to the colours. I think this might be why people think the icons look "wrong." It's why: This looks strange. This looks "right." This looks strange: This looks "right."