The iPhone used to be exciting and interesting. It used to be aspirational and high-end. Now the world and his dog has an Apple handset and it's turned from something special into a poor substitute for one of the countless alternatives... The iPhone is run of the mill. It is predictable. It's just plain boring.
Since the arrival of the smartphone, and in reality the arrival of the iPhone, technology has been slowly killing off a number of different connected devices as it consolidates them into one tool. From the humble alarm clock, through to the digital camera, landline, Walkman and satnav, the list goes on as smartphones have made more and more devices redundant.
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.