Lessien, writing on DiogeneX, asks what Apple has to do, not to catch up with things like notifications or cloud services, not to keep up with things like apps and specs, but to truly leap ahead of the competition like.
Apple is as vulnerable as any other company to believing the future is a straight line extrapolation of the present. But eventually the knock-offs will be good enough to fool most people. Solely focusing on incremental improvement is like polishing diamonds. And perfect is the enemy of the good.
I won't spoil her two answers except to say they're good.