Apple has tried to do something really interesting here. They've decided to change their entire product lines to fit the product. Based on the fact that iOS 6 and below were primarily designed for the iPhone 3Gs and earlier, this is something very different. When you're as big a company as what Apple are, you really can't afford to make mistakes (Oops maps, byebye Scott...) They saw an area that needed improving and took the effort to redesign it all to make the user experience better. That is what Apple have always been about; their next step? Make a product so that the user cannot tell the difference between what is software and what is hardware. I expect this is just the first wave of what will come.... Lets see how it does in a years time.