Apple's iPhone 5S, set to launch later this year, will blow away the competition with a new 'killer feature' according to one industry analyst.
The somewhat underwhelming welcome that followed the arrival of the Samsung Galaxy S4 last week gives Apple a huge opportunity to capitalise, said Morgan Stanley's Katy Huberty, during a television news appearance on Monday.
She said the new phone, that is likely to be a least six months away from being announced, will "surprise people" and help Apple to rebound following a year where its stock has uncharacteristically dropped - both literally and figuratively.
Speaking on CNBC's Fast Money Halftime Report, Huberty said: "You saw the Samsung Galaxy S4 come out last week, that shows you the innovation cards are up for grabs.
"What is lacking in that product is a killer feature. We think that’s where Apple will surprise this year.
"This iPhone 5S cycle this year will be about a killer feature that drives consumers increasingly to the platform."
Most speculation has so-far focused on the iPhone's hardware, but it seems that Huberty is referring to a software feature rather than spec or design enhancements.
If the analyst's assertion is correct, we could see that killer feature revealed at the WWDC event in June, where Apple traditionally previews its new mobile operating systems and where iOS 7 is likely to take centre stage.
Speculation has suggested that new iOS boss Sir Jony Ive may be planning a complete revamp of the software that has retained the same look and feel since Apple launched the first iPhone back in 2007.
Earlier on Monday, BlackBerry CEO Thorsten Heins called out iOS cheekily claiming: The user interface on the iPhone, with all due respect for what this invention was all about is now five years old.”
What innovations might Apple have up its sleeve to spice things up with its next smartphone? Or is the information the analyst has seemingly received a deliberate ploy on Apple's part to make customers think twice before investing in a Galaxy S4? The plot thickens.