This is a screenshot of iOS 7 on the landing page of iOS 7:
Notice anything different? Well, the first screenshot shows a drop shadow behind every icon (apart from those in the quick launch), while the second screenshot doesn't include these shadows. The difference is important, because the drop shadows result in a less flatter look and more contrast.
The same thing applies to the wallpaper. In the "iOS 7 video" on Apple's website, the wallpaper differs from the other wallpapers. In the video, the wallpaper is much darker, but without drop shadows:
And when you install the beta, you are presented a much brighter wallpaper that lacks any contrast at all, making it less pleasant to look at:
Some more examples. See it in action. Without drop shadows:
While talking about design, with drop shadows:
During keynote presentation, with drop shadows:
During keynote demo, without drop shadows?
Is is me or is Apple confused about the design of iOS 7? Considering all the details, Apple?