They need to make IOS more "advanced".
What I mean is that people 7 years ago barley know how to use a smart phone so Apple made it very easy. But now a days, 2 year olds know how to use iDevices.
We don't need the "basics" anymore. Give us more freedom, more choices, more features. Can you imagine what would happen if IOS was more advanced like android? It would literally dominate the whole tablet, phone market.
Now I'm not saying I'm a philosopher of technology. I'm giving you the basics on what needs to be done. I don't know how to execute them. This is Apples job not mine. Hopefully someone there thinks this same logic and we see literally "The most advanced mobile operating system".