On Daring Fireball, John Gruber reflects on the 30th anniversary of the Macintosh by noting what seems particularly Apple-like about the Mac.
The second aspect of the original Mac that stands out today as Apple-like is putting just enough whimsy into the experience. Most famously, the smiling Mac you saw as the system booted. Had anyone prior even considered a smiling computer? But fundamental to the genius of the smiling Mac is that it didn't come across as silly or corny. Friendly and fun: yes. Goofy: no. Getting that right required that most Apple-y of talents: taste.
And he's spot on in that second footnote about the lack of whimsy in iOS 7. There's nothing funny about those Settings and Safari icons.