At least when it comes to smartphones, they're basically commodities these days. Everyone has them. It's hard to see what "wow" factor a mere UI redesign has when everyone and their mother (quite literally) will get it.
If Apple wants to make iPhones cool again, my suggestion would be to loosen their iron grip on it and let people customize and build wacky new experiences around it with no corporate oversight. People on the ground know what's cool better than some trillion dollar company. Similar to the Windows theming and shareware scene of the 90s. But that would kill Apple's golden goose, and they'll have none of that.
If Apple wants to make iPhones cool again, my suggestion would be to loosen their iron grip on it and let people customize and build wacky new experiences around it with no corporate oversight. People on the ground know what's cool better than some trillion dollar company. Similar to the Windows theming and shareware scene of the 90s. But that would kill Apple's golden goose, and they'll have none of that.