[iMark]

Don't forget that the advancement of Jony Ive to oversee both software and hardware is still a relatively new development at Apple. All the design changes in iOS 7 have been done in little under a year, following the ousting of Scott Forstall.

Apple are definitely playing catch up on the software design front, but signs are that they're heading in the right direction. iOS 8 and OS X 10.10 will be interesting to watch, to see what the Apple's design team can manage with a little more breathing room in which to work.