That's not really fair. Some would say some fanboys think no matter what other companies do it is right away awful. MS did try the flat look.. looks like at least that caught on a little.
I don't know who you mean by "we", but generally users expect something new with a new OS, new hardware, or basically anything with the word "new" in front of it. Apple didn't announce IOS 7 by calling it the next IOS, they called it the new IOS.