On how Modern Warfare 3 will differentiate itself from previous versions of Call of Duty, Bowling said the following:
"From a story stand point, Modern Warfare 3 is a direct sequel - picking up just hours after Modern Warfare 2 ended.
the big difference, from a single player campaign standpoint, in Modern Warfare 3 is the scale of the levels you're fighting in. Like going through the streets of Manhattan both on foot and in-air, or Paris, or London, or parts of Africa. The sizes of the campaign levels are massive, which required a lot of work in terms of advancing the streaming tech to not only get to that level of scale but to maintain the game running above 60 fps at all times.
From a multiplayer stand point its all about polish and balance. Taking all the feedback from Modern Warfare 2, building up from the core design philosophy of Call of Duty 4 (the simplistic beauty of fast paced gun on gun focused gameplay), keeping what we loved, losing stuff we (including you) didn't, and adding in stuff that will change up the way we play."