I own a Moto X. Best. Phone. Ever. I'm a huge Android fan but I think competition really helps the smartphone market (everyone wins, the manufacturers and the customers). One thing that I would really want Apple to do is open the phone up and stop locking it down like the Gestapo (sorry, I had to steal that from another poster in FT). That's the one thing that's driven me away from Apple for a long time. For example, to transfer anything to the iPhone (if possible!), you need to go through the piece of sh#t that is iTunes.

Then, every iPhone's homescreen looks almost exactly the same (the biggest "customization" you can do is change the wallpaper). My Moto X is modded with Nova Launcher, Swiftkey, etc and it won't look like anybody else's. Granted they are doing this with iOS 8 but the improvements are miniscule.

This has been mostly about software. For a hardware example, the screws on the iPhone are patented by Apple so anyone who makes a screwdriver to open it can be sued. ...? Make the battery replaceable, let users add a microSD card. Apple probably won't do this though.

====WARNING: These opinions are my own. Slight Apple bashing ahead. If you like Apple, stop reading NOW.====

Most users of Apple products probably won't care about this TBH; and their biggest fanboys will probably complain about the choices if not applaud Apple for their "revolutionary" move.