For me at least, I'm not really interested in smaller or thinner. Durability, for one, makes more sense than slimming down the product/making it even more ridiculously light. The obsession with thinness is like Samsung's obsession with larger screen sizes; at some point it really becomes a bit much.
And not to put words in your mouth but you inadvertently just pointed out why Apple isn't necessarily on top of their game. Same
battery life..why not go for even better? It's actually slightly worse (which makes sense given the upgrade to LTE), and the technology is out there to become better.
I'm very interested to see what the overhaul to iOS looks like, as it has largely gotten pretty stale. If that comes with the iPhone 5S and it actually looks good, I'll redact my opinion that Apple might be slightly behind the curve. That and I'm very curious about the fingerprint sensor's real world usage (not judging anything yet) and if they can throw in a full HD display on the 5S. I'll be honest, I saw that HTC One and the display is noticeably better than the iPhone 5's. It's actually calibrated decently, too.
(As an aside on that full HD display, the bump from 720 to 1080 isn't as drastic as say, qHD to Retina. There are some things you can't go back to.)