iPhone 6 is new design, nice, cool much bettter for me than other cell phones.
But it's hard to make some rapid changes now when all phones are thin and no spaces for changes except completely closed cell phone from glass or similar things...
I afraid only if Apple start to launch some weird colors, they could lost identity.
For now from series 5 colors of all iPhones are something what attract me compare to other cell phones.
Practically no bad iPhone colors, even Rose Gold in eyes of males are not bad. Maybe not to use him, but look nice.
And Matte Black and Jet Black decision is jackpot. Off course I know people will like more Jet Black, but for me is Matte nicer.
If you look other brands than I could say they didn't even have some innovation at all, they follow iPhone and throw different changes and details on their devices.
Off course there are few very nice Androids but not as iPhone 7 or iPhone SE.
iPhone 4/4s and 5/5s were innovation compare to other cell phones before, they looked completely different.
Even first iPhones are specially innovations compare to cell phones from that period. But what now... they only could make again rugged phones or some new technology to show up with flexibile screen or similar.
If they change shape of iPhone it's very hard to make something nicer than this.