The iPhone 5 isn't a bad phone. In fact, it's a really good phone. When you asked me in 2010 which phone was the best smartphone? iPhone 4. It had hardware similar or better than that of top competitors and it had just received a huge software upgrade (iOS 4, which brought stuff like multitasking).
Last year, I'd probably still say the iPhone 4S. While Android (and Windows Phone) was gaining terrain, the iPhone 4S still had the best over-all package.
This year, I'd say you can't go wrong with any high-end smartphone: Nokia Lumia 920, HTC One X, Samsung Galaxy S III, iPhone 5. Why? Because of the software: Android has made huge jumps compared to iOS - and Microsoft has brought a refreshing mobile OS to the market.
But this is nothing that Apple could change. The first generations of the iPhone have been so much better than the competition, because the competition sucked! Android was ugly and half-baked before Android 4.0 and 4.1, they had some features that every Android fanboy used as a club to bash Apple with, but many other features were not very good implemented (Copy&Paste before they let them inspire^^ by the implementation of that feature in iOS).
Apple can't just go and build an Octacore iPhone and let it run the real OS X to have superior hardware and software in the iPhone 6, they are bound by the same limitations that every other company is bound by - physics, economics etc...
Completely revamping iOS would alienate the whole customerbase they have aquired with the iPhone, just like everybody hates Windows 8 because it is so un-Windows7-y.
And look what is coming this year!
Android is getting more refined and more refined, basically, by the day. iOS 7 needs to be big. It needs to change, even if it is only for change's sake. People like new, fresh, shiny things.
Apple has been playing it safe with iOS 5 and iOS 6.
Apple added a cloud-storage solution that is unrivalled in its ease of use, a personal assistant that is almost unrivalled in its usefullness, because Google Now runs on only 10% of all Android devices. And iOS 6 also has some great features that are often overlooked when bashing Mapgate.
And look what is coming on the hardware side: quad-core Cortex A15 CPUs and even more powerful GPUs. Bigger batteries which will probably give us much better battery life. Drastically improved cameras (Nokia PureView, anyone?).
So, how many games on Android look better than the best iPhone games? All that power in those Android devices isn't used, because no developer wants to limit their possible customerbase to the few guys who bought device X. The iPhone 5 has one of the fastest CPUs and its GPU is also only rivalled by the Adreno 320. The bigger batteries in Android devices are used to power the bigger screen, improved battery life is something you only get when you use one of these devices to phone someone. Actually, the iPhone 5 has one of the longest battery lifes of recent smartphones, easily beating the Galaxy S 3.
Again:
Apple has been playing it safe. They change things, but not too much. iOS 6 is really, really similar to iOS 5. And iOS 5 is quite similar to iOS 4. And being careful with changing things is okay, but once in a while you need to take a risk: you need to throw things overboard and start with a fresh design. Start with drastically new features. You need to take a risk like Microsoft did with Windows 8.
And Windows 8 is such an extraordinary success that... oh, it isn't...
If you change too much stuff, people will not buy it. They will still go to McDonald's even if there's another fast food restaurant next to it - because they know what to expect at McDonald's and thats something people like.
Same on the hardware side: Apple is playing it safe. They gave the iPhone 5 a bigger display: big enough to attract users who want a bigger display, but small enough to make sure they won't lose any customers who preferred the 3.5" display.
Apple in 2008/2009/2010 would have taken more risks. More drastic changes to iOS. Back in 2010, they gave us multitasking while - as it is reported - they weren't willing to give it to us at first. It would make things too complicated. Looking back, giving us multitasking was a great idea because there are now so many great new apps which make great use of it (like Spotify).
Before iOS 4, everybody was laughing at Apple because iOS lacked multitasking, so they HAD to implement it. Adding it wasn't a risk, it was a necessity.
Back in 2008, Apple gave us the App Store. According to the news articles I read, Apple - at the time - wasn't really willing to do this (they were 'all-in' on web apps) but if we look back this was a great choice. They took the risk and it paid off.
And without an App Store, the usefullness of the iPhone was lacking, because web apps were just not that great. The App Store had to be added!
In 2010 they gave us a 960 x 640 3.5" display. 326 pixels per inch. Such a high pixel density: unheard of.
Because the iPhone 3GS has been laughed at due to the lower resolution display - the new display had to be added, it wasn't a risk. And it is something that can't be achieved another time for quite a while, because there are no 652 dpi displays available at the moment and using the ~ 440 dpi display that will be used in the 2013 Android devices would require lots of changes to iOS and scaling the apps.
Apple needs to take risks. Give iOS a redesign so it looks drastically different, but - hopefully - still works quite the same. Add drasticly better internals: push camera technology. Push battery technology. Push CPU and GPU technology. And more importantly: try out new technologies (like
Senseg's tactile feedback technology).
They are pushing CPU and GPU technology, they got one of the best smartphone cameras on the market, only rivalled by "let's shoot our PureView commercials with a DSLR" Nokia, you can't push battery technology, because you can't just invent a device that teleports eletrons directly from the powerplant to the battery of a smartphone - the laws of physics exist and even Apple has to play by their rules.
Come on, Apple. Take some risks. Up the game.