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Let's start by looking at the threats facing the iPhone. Primarily I see the danger coming from two directions. First is Samsung and it's flagship Galaxy S5. Samsung has packed a lot of new sensors and gizmos into its flagship handset, which will no doubt appeal to those who like to have new toys to play with.
Another threat is from Amazon and the Fire Phone with its cool 3D-esque display. Sure, it comes across as a bit gimmicky, but gimmicks sell, and Amazon has access to a massive potential customer base at which it can push the handset.
While Apple hasn't been sitting on its hands over the past few years, it's time for the Cupertino giant to now leverage features such as the 64-bit processor, the fingerprint reader and M7 motion co-processor and take these to the next level.
Apple kicked off the touchscreen smartphone revolution with the iPhone that originally featured a 3.5-inch screen. This was increased to 4-inch with the iPhone 5. However, the portability of the small screen has given way to a fetish for devices that no longer fit in the pocket.
Rumor has it that Apple will bump the screen of the iPhone up from 4-inch to 4.7-inch or possibly to 5.5-inch to compete with the large screen smartphones and phablets now available.
People want bigger screens, and Apple will I feel need to follow the herd and give people more display to interact with.
Better battery life
Apple has managed to keep the 3G talk time battery life of the iPhone at 10 hours for several generations, but once you start to make heavy use of the handset, the battery life plummets to a few hours.
At a time when there are handsets offering far better battery life, Apple needs to consider whether this is enough given that handsets such as the LG G2 can beat this by a couple of hours.
I'd like to see Apple add a couple of hours to the iPhone battery life to reduce that anxiety I feel when I see the indicator fall as I'm using it. Ideally, I'd like a situation where I could use the iPhone for a full working day and only have to charge it up during the evenings.