Even if now Android is officially the fastest growing smartphone operating system, I can't help to be surprised when I see ads like this in the Tube. I haven't used any of the phones advertised, but they all look really familiar.
Before the iPhone reign, I always felt mobile phones lacked consistency and upgrading every year with my carrier's offers also involved learning a new OS for my brand new phone. For me this has to be one of the biggest breakthroughs in the mobile world in the last year. I have owned four different devices with the same iOS. What is more important, I own a lot of apps already that will work in future devices. When I see other firms mimicking Apple's springboard I smile in silence and realise that indeed, imitation is the sincerest form of flattery. As an iOS user, I really hope that his highly competitive future will bring loads of innovations across platforms and that we actually adopt the good things from other models.