This is how I feel about IOS7

When it comes to making the best phone in the market Apple has really lost it to Android this time and going by IOS7 I think they have accepted that (they can no longer)/(they don't want to) compete with the pace of innovation/improvements of Android or the companies making Android phones. They have ruled and milked the market of the smartphone money as much as they could and now probably it is better to move onto a new product line, the obvious guess is wearable computing. No matter how good they make the "design" on Iphone 5S/6 they have lost the battle of innovation in software and hardware specifications wise Apple has always been lacking with respect to it's competitors. Their biggest advantage had been "Design" and the strength of rock solid fundamentals in the execution of the design. But six years after Apple launched it's first Iphone almost every company has developed a good/better phone, a phone which offers much more value for money than a Iphone (even if it's the best design). Their app store advantage counts for nothing now that all the apps 99.99% people use are available even on Blackberry's platform. Of course, those idiots at CNET.com (who mistake themselves for being nerds/geeks just because they are all ugly) will still tell you that Iphone is the single most important piece of Engineering marvel the world has ever seen, but either they are stupid fan boys or paid propagandists. Either way the truth will remain that Iphone is no longer the best smartphone in the market, sure it will compete among all other good smartphones but it surely isn't the king anymore. 

In no way should Apple as a company be written off, they have made impressive come backs several times in their history, this time around they even have the advantage of possessing a war chest of billions of dollars. Any wise man from the technology industry will make a bet confidently that mostly behind the scenes they are investing their money on developing a newer dimension to everyday computing. But in all probability their current proof of excellence the Iphone is probably nearing it's retirement as the work horse of the company.

Ciao