When the iPhone 6 is inevitably released in September it'll be with a mixture of apathy and regret that I'll start working out how best to buy it. You see the iPhone has become a purchase of convenience, nothing more.
What Tim Cook needs to do is stop trying to copy how Jobs did it and instead work on his own version of what Jobs was good at - tantalizing, beguiling and holding beautiful things up in the light and saying "Here you are, look at this. Want one? Well you can have one... but not just yet." He needs to find a new and unique way of doing it.
Large, black handsets; flat bodies with curved edges and wrap-around screens: just a few of the predictions that made up the usual clamour preceding the latest iPhone launch. And it was guesswork that - for once - seemed to undershoot the reality. Seriously, if large screens and curved edges are the best we can come up with, then it's a good job we're not in charge of Apple development.
Could the spectacular success of Apple's iPhone sow the seeds of its demise? Within a couple of months we're due to see the fifth incarnation of arguably the world's most successful consumer product in a generation.