UICustomTableViewController.m

- (void)tableView:(UITableView *)tableView willDisplayCell:(UITableViewCell *)cell forRowAtIndexPath:(NSIndexPath *)indexPath {
    // setup initial state (e.g. before animation)
    cell.layer.shadowColor = [[UIColor blackColor] CGColor];
    cell.layer.shadowOffset = CGSizeMake(10, 10);
    cell.alpha = 0;
    cell.layer.transform = CATransform3DMakeScale(0.5, 0.5, 0.5);
    cell.layer.anchorPoint = CGPointMake(0, 0.5);

    // define final state (e.g. after animation) & commit animation
    [UIView beginAnimations:@"scaleTableViewCellAnimationID" context:NULL];
    [UIView setAnimationDuration:0.7];
    cell.layer.shadowOffset = CGSizeMake(0, 0);
    cell.alpha = 1;
    cell.layer.transform = CATransform3DIdentity;
    [UIView commitAnimations];
}