Craig Hockenberry and the team at Iconfactory recognize that even though the new aesthetic changes in iOS 7 are drastic, the craft hasn’t changed and that simplicity shouldn’t be confused with something being simple to create:
Anyone who hones a craft makes it look easy when it’s not. Too quickly we perceive unqualified successes without considering the journey that it took to get there. That simple apple with the bite out of it took more than a few iterations. What we often take for granted is the exploration needed to reduce an idea to its essence, yet create something that resonates. We just know when it does.