Apple needs to come up with something unique imo. For me, I was always jealous of their picture quality, but thanks to in-house talent, Google has the best camera software and for those that can sideload an app, their camera software is available to many mid/upper range Android phones nowadays.
Outside of that, all the new stuff on the horizon (Android included) seems kinda meh. As a result, price is the only differentiator and Android wins that battle consistently.
They are too cheap to innovate once they seen them large profits years ago. They are the perfect coproration business wise I mean business 101 their model is fukking A plus however as competition grew their ideas didn't.
The IPad is beautiful but it is the same shyt just rebranded different and consumers are aware now.