Many were surprised when they first saw the new iOS 7 running on demos at the WWDC conference for Apple on Monday. 

I didn't "feel" like Apple at first, some even say that it looks like a complete Windows and Android rip off. 

Matt Buchanan, writing for The New Yorker, wrote that Apple's design change needs to be seen in the present context, adding that when iOS first came out in 2007, there was no other smartphone quite like it.

He writes, "For all the criticism that Apple received yesterday-that the new icons are hideous, and that many of the ideas it touts as new, such as the hierarchy and order imposed by intricate layering, are in fact borrowed-its embrace of a more modernist, if more trendy, interface is noteworthy. Apple introduced consumers to the graphical interface with the first Macintosh, and, decades later, to the modern smartphone with the first iPhone - both times using design metaphors and principles grounded in the real world."

Also pictures can be decieving sometimes. Until you get the product in your hand and can scroll through and actually use the software, will you notice if it is like another product. 

I would be safe to say that Apple has put plenty of innovative features into iOS 7 that it will feel completely like a new user experience once people use it every day and will learn to appreciate all of the little things that they might not have picked up on at first. 

Apple has always been about the small details not to be overlooked and also the user experience and the product feeling right when you use it. 

We will have to wait until everyone has iOS 7 in their hands to use, but until then, the developer videos give an interesting insight to their first impressions of the new software.