I have a UIImageView I'm trying to animate a Ken Burns-like pan/zoom on. I want to start centered on a face (specifically, say, the end of the person's nose) and zoom out to the full size of the image. The code is something like:

```
image.frame = // some frame that zooms in on the image;
image.center = // tip of the nose

[UIView beginAnimations:nil context:nil];
[UIView setAnimationDuration:3];
[UIView setAnimationCurve:UIViewAnimationCurveEaseInOut];

image.frame = // original frame
image.center = // original centerpoint

[UIView commitAnimations];

```

In Photoshop the tip of the nose's coordinates are *completely* different from the values I've had to punch into the above code to actually center the image on the nose when the animation begins. I have tried reflecting the axes, multiplying by a factor of the scale... and I cannot seem to figure out why iOSs numbers are significant v. the ones I deduced from Photoshop.

Can someone point out the discrepancy between the two coordinate systems?

Some additional information:

* `image` is a UIImageView and is an immediate child of a UIViewController
* Said UIViewController is oriented horizontally - the entire app runs in landscape mode.