[Matt Gemmell talking about the new iOS 7 design][1]:

> Gone are embellishments like gloss and bevelled edges, shadows and borders. Visually dead areas that provoke tension rather than inspiring relaxation. Weight that suffocates, rather than open air to breathe.

It’s much too early to know what the final version of iOS 7 will look like, but the large points Matt is making I think will hold true to release. iOS 7 is brighter, and more open. The result is that the screen on your device actually feels large when you use it.

[1]: http://mattgemmell.com/2013/06/12/ios-7/