According to Forbes, the design of iOS 7 is more like to thwart its rivals than to please its customers.

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In fact, Apple creates a multi-faceted protection system for iOS 7, including the patent protection of users' interface and operation, and high technology applications. These newfeatures will be effective to thwart the rivals to imitate iOS 7.

Jony Ive explained in the video that introduced iOS 7 at the Apple Worldwide Developers Conference that the new design was both familiar to existing users and yet a totally new experience of the iPhone. So far, there has been criticism of both the familiarity (nothing really new here) and the design of the icons (designed by its marketing department), but Apple is trying to thwart its rivals more than to please its customers.

In a recent post, Instapaper founder and iOS developer Marco Arment writes about iOS 7 as a Defense. Since its release in 2007, iOS has been widely imitated, particularly by Android and Samsung. Patents not withstanding, much of the iOS's look and feel became all the smartphones' look and feel. So after six years, what is Apple supposed to do? Give people something else to imitate.

However, as Arment points out, iOS 7 comes with a number of convenient defensive advantages. The protection of patents comes first. "Presumably, Apple has a few new patents for iOS 7's interface and behavior. This won't prevent copying, but it can at least increase the cost. Any efforts to copy the new iOS 7 are going to face potential litigation hanging over them." The most attractive function this time would be the way iOS 7's parallax effect works with its on-board gyroscope and accelerometers.

How much longer can Apple continue this kind of power play with developers? It will still take a long time. For all of the criticisms of iOS 7 so far, Apple remains its attraction. If Apple can create a "Field of Dreams" for mobile phones, the developers will be still in.