Apple's iPhone is pretty much the most lustworthy of all smartphone designs, bar maybe the HTC One. There's a premium feel to the build quality, and a tasteful design that makes it as much a fashion statement as functional gadget.
However, some are feeling Apple under Tim Cook aren't innovating at the same pace as they were under the late Steve Jobs, not least of all the investors breathing heavily down the latest CEO's neck.
What Tim Cook needs is a breakthrough iPhone design - something like these iPhone 6 wraparound screen concepts from Dribble artists Michael Shanks, Ali Rahmoun and Sebastian Scheer. While holding the phone (with software edge-housed buttons) may become problematic, the technology to pull this off is already in existence. And it'd make for one gorgeous smartphone.