Here comes the longest sentence I may ever have written...
The battle has shifted away from look and feel toward capabilities and Apple has been showing that it has created a wide lead in that realm with true 64 bit processing, Touch ID security and other security capabilities, tight integration across the mobile and laptop/desktop ecosystem, CarPlay, HomeKit, HealthKit, Metal, first priority among developers when creating new apps, build quality, style, a global high-end retail presence, key partnerships, on boarding of new management and creative talent, secret projects in the works we've yet to glimpse, potential for iPayments, indoor mapping, a location-aware services and promotion/coupon network for Apple's advertising partners, an up and coming streaming radio service and associated talent to augment iTunes Radio, Beats headphones, earbuds, speakers and audio systems, iWatch, a large screen iPhone or two to take away the Android camp's only remaining advantage, updated iPads with TouchId, an eventual updated AppleTV with 4K and enhanced gaming capabilities and growing live content streaming options, and a critical mass of loyal customers eagerly awaiting all of this and whatever Apple comes up with next.
Exactly. To copy the look and feel is not so difficult as Samsung now observes while being eaten alive by the Chinese mobile makers charging a fraction of Samsung's price. To copy Apple's A7, Metal, Swift, Touch ID and the related ecosystem is a completely different matter and the Galaxy S5 is a great point in case. Apple has dramatically stepped up its game lately and clearly out-innovating the competion.
Now let's see what we don't know about iPhone 6 yet. What else is there beyond the rumored sapphire cover?