I pray to God Ramping up advertising isn't the best Apple can do for iphone over the next few months. Even though the new SSG4 is kind of gimmicky, its a real threat. And as much as I want to degrade a 5" phone, it sure is toying with my curiosity. And let's not forget about that phone that won't get all the pub but is probably better than the SSG4...... Xperia Z. Apple should really bypass the whole "S" thing this go around and come with the heat. I would go as far as not even calling it an "S" because we have gotten accustomed to "S" meaning minor revamp.
Slowly but surely, the iPhone is losing its superior appeal. I don't know about the brand, but the phone itself has become somewhat of a loser lately. Apple sold as many phones as they did the last quarter because its surviving off of its greatness before the 5. That won't last forever. The flood gates will open soon if Apple can't deliver and people will begin to leave in big numbers, all at once. It's easy to plug a water leak, but when the water begins to pour, it's too difficult to stop. Apple should take control RIGHT NOW. No sense toying with it.
The crazy thing about it is, apple doesn't even really have to innovate. All they have to do is build a phone with a 4.5" screen and make it happen with iOS7. People will go crazy over the iPhone again.
I'm sure they want to give us another "S" phone and wow us with the iP6, but can The iPhone survive another year as second best?
Apple really needs to show us that the death of Steve Jobs doesn't mean a slow dying death for iOS.