Apple's little secret
I've been bored by the standard 4 rows + bottom "launcher" row = 5 rows on the iOS homescreen for a while now. Needless to say, the addition of yet another - let's call it the 6th - row makes it look annoyingly busy.
But I'm not alone. Looks like even Apple's marketing department realizes this, and they've tried their best to disguise the new row in promotional images. Check out all their images of the iPhone 5 on the Apple Store.. every single one of them has only the Settings icon on its 6th row
I mean, who wants to see 28 icons at once. That too, dumb static icons. Apple should be embarrassed.