The overall feel of the Tumblr app for iOS 7 remains close to its previous editions at heart. Everything has been touched, massaged or redesigned, but it doesn’t feel foreign. “We thought hard about how to apply the feel [of iOS 7] without compromising what we know to be Tumblr, what users know to be Tumblr,” says Vidani. From our brief time with the app, that appears to be true. It’s a solid, clever and beautiful update that has found a home on iOS 7 without selling all of its belongings to buy it.