"Apple needs a new 'hero product,' but I do not think it necessarily has to be a phone," Gartner technology analyst Carolina Milanesi told CNN. "With technology innovation slowing down, maybe they are better off turning iPhone into a market-share grabber and showing innovation in another product."
A likely candidate could be the company's anticipated "iWatch." Apple is all but certain to join the emerging smartwatch market that Samsung entered last week with its Galaxy Gear device.
Also, Apple has also long been rumored to be working on a TV set.