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This has nothing to do with iOS or iOS8 - somebody's just using Apple's brand (presumably unauthorized) and design language to push traffic to a UI concept they threw together.

Also, his "action button" idea already exists and is implemented (although if he's having trouble knowing that perhaps they need to work on discoverability) - it's the whole notification banner. Click anywhere on it to reply to an iMessage/SMS.

I want my 100 seconds back.

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>> "This has nothing to do with iOS or iOS8 - somebody's just using Apple's brand (presumably unauthorized) and design language to push traffic to a UI concept they threw together."

It's their concept of iOS 8 hence the word 'concept' in the title. They aren't trying to trick you into believing this is iOS 8.

Why use the iOS name or version number at all, then?

iOS 7 is out and now people are trying to do concepts for next iOS release probably iOS 8 like they were doing for iOS 7. I dont see anything wrong here, it`s actually good suggestion.

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