What they need to do is make a big jump again to get people excited and give them something they should expect from a "top of the line" smartphone. They keep only inching along every year since the 4 model giving out crap updates. Quit holding back on technology for the next release. Maybe they can make scratch and shatter free glass, the OLED display, double the minimum storage. They don't necessarily need a higher res camera, just make the image processor better (though they do a good job already). These concerns alone would be huge. I also don't care about the iWatch, iHealth, iThis or iThat syncing, while some do, it's just side features that can be addressed in the software (which by the way, gives you more bugs and lower battery).