Make a waterproof iPhone? Nah.
Make a bendable iPhone? Yawn.
Make an iPhone with a keypad?Why bother.
Make a stronger, virtually idistructable iPhone? Lame.
Make an iPhone with a bigger screen and a few more apps? AWE MAN THAT'S SUCH AN AMAZING IDEA SO MUCH INNOVATION WHY DIDN'T WE THINK OF THAT BEFORE LET'S DO IT.