Apple rep: lets put a curved screen on the phone and pretend its a new thing..
Apple designer: Ok that would be cool.
ISheeple: It's amazing new Tech!!!! Apple is such a forward thinking company, lets buy it up!!!!
That pretty much sums it up... /s
*edit
Seriously though how much more "innovative" can Apple be? Lets find ways to keep the cost of this piece of garbage above $700 so people will continue to buy it up for way more than it is worth. Come on it is a freaking phone. I yearn for the days when phones cost $50 and the battery lasted 30+ days at a time. Hey Apple want to be innovative, how about you figure out how to dump all the unnecessary garbage from your innovative device and make the battery last longer than 6hrs so its actually worth the price you sell it for; for example the altimeter ... what is the purpose this again? to suck battery life I suppose ...