Photography http://ghettotube.in.net gettotube All in all, the iPhone 5S represents real innovation – in our opinion – at many levels. It’s both a clear cut innovation winner in terms of what it delivers to the end user, and it is a clear-cut winner in terms of what it allows Apple to claim from both an operating system and hardware perspective. These two scenarios in turn create significant new business opportunities for Apple to grow its market share and to significantly grow the overall size of the iOS ecosystem – which of course includes the App Store, iTunes and iRadio and the ever-growing collection of subscribers who use the services.