The new iOS is designed for a different environment, and a different maturity of mobile user: one who recognises simplicity for what Jony Ive believes it is. Not something as pedestrian as familiarity or consistency for its own sake, but rather focus and clarity.

In the field of user experience, there’s a huge and unhelpful overemphasis on similarity, familiarity, and the ability to formally reason about interfaces. People are more nuanced. We respond based not only on experience or reason, but also on emotion and intuition.