Apple also did this whole "our apps are special" thing more than once.

I don't know why, but there's this weird temptation for every app to try to present itself as some kind of unique work of art, when it comes to UX. But I don't want art, and I don't want branding. I just want ergonomic tools - and part of ergonomics is not to have to re-learn everything every time you pick up a new thing.