Great question! I think customers are using apps in a similar way as before, but the big change is with mobile developers.
The new iOS 7 is causing many app developers to update their apps to match the new look and feel that Apple created. Many app icons are also being updated to better match the "flat" look of iOS 7. Developers who act soon are attracting more attention and users.
If you're interested in discussing more, I'd be glad to join you on a call.