I have an interesting observation in scrolling behaviour on iTunes Store.

The common practice of a scrolling interface is that, when a user click on the “down” button of a vertical scrollable container, the content within the container will shift up, revealing more content below the current visible area. This behaviour has been commonly understood and widely implemented in most platforms and products.

However the iTunes Store behaves differently. As you can see from the screen capture below, when clicking the “down” button on the scrollable area of the Featured Product box, the content would shift down instead of up.

This behaviour, although not super obvious and devastating to most users, is annoying to me as if I am driving on the wrong side of the road. What do you think?