So, your saying they were behind before this launch. Well, lets take your theory. The 5c is the 5 with color case and maybe a few tweaks to make it marginally better then last years 5. The 5s, what did you guys get. A better flash, A7 (64 bit), dedicated Motion Chip, a 15% better camera and Touch ID sensor. Everyone can get or got iOS 7.
I am not sure they really are back in front. They still lack the large screen iPhone that the others are selling and that loyal iPhone users are requesting and have been for a few years now. Where is NFC? Still not in the iPhone. iOS7 is still iOS. So, they gave you a new "Control Center" and they refreshed the looks of their Icons. But, what really is innovating about the OS that has basically been the same since it's original release?
Now, don't get me wrong, I love my iPhone 5 and yes, I will probably get the iPhone 5s...maybe, if I can get enough for my iPhone 5 to cover the cost for the upgrade. But I don't agree that it's on top again. Still lacks where others have taken off in and now another year behind them. So, I would say it's still a neck and neck race to who has the best smart phone on the market.
Who needs NFC??? NFC doesnt sell phones.. People didnt go out and buy a htc one or gs4 because it has nfc lol