If you take a look at the app page of any mobile OS, for example iOS, Android, Ubuntu, Win8, BADA, etc., they all have square icons, either with rounded corner or sharp corners (shown in the first image).
I would like to know why companies are not trying to use circular icons (example shown in the second image).
What could be the reason behind this?
Answer
You are confusing mobile phones with iOS.
The icons should be neither round nor square for the best UX. They should be allowed to have a unique outline to improve scanability and hence make them easier to use.
This is exactly what Android has done, and it is a significant UX improvement over iOS.
Edit: It appears that many people are unable to focus on the shape of the icons and not on the other aspects to the image, and so I have changed the image to one that is more modern Android, but shows the icon shapes less well.
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