This is what Apple need to do to be cool again.
They need to open up more. For example adding a share menu that works as it does on Android, so that we can share to any service or app we want to. Now we can only share to what Apple decides. For example Twitter and Facebook.
We also needs to be able to choose default apps, for example web browser, email client and so on. If I want to have Chrome as my default web browser I should be able to choose that.
They also needs to make better multitasking. Again, as on Android. Apps needs to be able to automatically update in the background. Even if it's not even started. For example apps like Pocket, Instapaper, FlipBoard, Zite and RSS Readers like Reeder, needs to be able to automatically be updated so that when launched they already have the latest posts and content. That is an excellent feature on Android, and it's a myth that it drains the battery. I know, I have been using Android for 4 months now, and maybe you have seen my incredible battery life that beats the iPhone any day? https://www.youtube.com/watch?v=vJ6KoE0uGXs
And Apple also needs to release a bigger iPhone. I know they just released the 4-inch iPhone 5 but it is still too small. The future is devices between 5-7 inch. Big 9.7 - 10 inch tablets will die. You can rather use a 11-inch MacBook Air or a small Ultrabook. So Apple needs to make a larger iPhone that will be perfect between the normal iPhone and the iPad mini. https://www.youtube.com/watch?v=0tDgsfQ_z90