Ever since the Apple iPhone released to the masses in 2007, many have viewed it as being on the cutting edge of technology. Sure, Apple might not always boast the most impressive specifications, but when the operating system, app store and other features are figured in, people are more than satisfied. However, as the rest of the leading companies continue to innovate, can Apple get by with their standard way of handling business?

Starting with the iPhone 3G and 3S, Apple has followed a pattern of making sizeable changes every two years, with the “S” versions being nothing more than subtle upgrades mostly under the hood. Two years is a long time in the technology world though, especially when companies such as Samsung seem to be coming out with something new every couple of months.

There is something to be said about quality over quantity, but Apple could begin to lose their edge if changes are not made more often. One thing that seems to be a pretty hot topic is the size of the screen. If the Apple iPhone 5S continues to go with the current screen size, those craving a different type of screen will have to go elsewhere.

Another thing hurting Apple a bit is the fact that they are becoming “too predictable.” Consumers are beginning to realize that ever summer or fall, a new cell phone option will be released. This leads to a decrease in sales leading up to the release in anticipation. Not only that, but many people signing two-year deals are timing up with the release of the iPhone 3, 4 and 5 and skipping the “S” version altogether. If nothing that seems like a must-have feature is included, a lot of people see it as pretty pointless to go down that road.

It is already March, which means the rumors are starting to heat up regarding the next iPhone. All signs point to Apple releasing another fairly subtle upgrade this time around. The sales indicate that Apple is doing a ton right, but a little less predictability could help them regain any edge they might have lost to Samsung, HTC and the rest of the gang.