I really enjoy my iPhone 5, but I think there are some things that Apple could do to step up their game. 1) Keyboard - Improved predictive text would be nice. BlackBerry and Swype have some interesting innovations. I feel that iOS is behind here. 2) Screen sizes - I bought my iPhone because the companies that make Android handsets offered only big and bigger devices. I wanted a smaller device and they didn't offer one. The flip side if this is that there are customers who avoid iPhone because Apple only offers a smaller screen. iPad and MacBook are available in different sizes for people with different needs. I don't see why iPhone should be "one size fits all". 3) Design with accidents in mind. I see a lot of complaints about scratches, dents, and other physical effects on iPhones. I think that iPhone exteriors should be designed to handle a reasonable level of drops, abrasions, and contact with liquid without suffering cosmetic or functional damage. Cracked glass backs, scraped anodized coatings, and smashed in metal edges should be a thing of the past. Designing iPhone with an unobtrusive soft polymer case that melds seamlessly with the device as a whole would solve some of these issues.