Even users who are not familiar with iOS versions and models of iPhone, know that Apple updates the design of their smartphones every two years. Based on this knowledge, it is easy to assume that the next model of iPhone will be equipped with the same iPhone 5 design but its title will end with an "S".

This, of course, all is well, but there is a real apprehension that the mere improvement of the smartphone's hardware would be insufficient. Apple understands this, that's why the company preaches the unity of software and hardware for quite a while. That is why the most valuable kind of consumers for Apple - someone who already has the iPhone, is unlikely to be satisfied with quad-core processor and a 13-megapixel camera. We all need something that will differentiate the new iPhone from all other smartphones.

During his yesterday's interview on CNBC, Katy Huberty, an analyst specializing in Apple at Morgan Stanley, estimated Apple's stock at rate of $ 630 per share, thus recommending investors to purchase. The main reason Katie's positive estimation of Apple stock prices was the inevitability of emergence of a new generation of unique iPhone features (with killer features), that will be part of the big software update for mobile products by Apple.

The fact that the next iPhone will not look different from its predecessor, plays a cruel joke with Apple, as many potential buyers of iPhone would prefer to choose something new, different from the older iPhone. But their opinion can only be changed by that very killer feature - the feature that would distinguish the new iPhone not only from competitors, but also from previous smartphones by Apple.

Today we have high hopes for the seventh version of iOS. One can say with certainty that the current iOS itself practically is outdated and needs a radical renovation. However, in this regard, Jony Ive and his team should be very careful, because the results of his work would determine the future of mobile devices by Apple in the long run. These are vitally important changes that could give new impetus to the development or vice versa, to bury the company, leaving only the memory of past successes.

What we can say about this new feature is that it must be extremely fresh and easy to manage, as was the case of Siri on iPhone 4S. The company owns a lot of patents on various technologies, but something tells us that this feature will be of software rather than hardware, because the trivial increase in hardware capacity is no surprise for anyone today. Cupertino is aware of the seriousness of the problem and we would like to believe that the company will address this issue with full responsibility.

by Dmytro Bilkun