Nokia innovate and others follow...including Apple.

iPhone 5s expected early next year...predicted to come in multiple colours, NFC and Retina+ display !! ....I might even get one if its better than the Lumia! I'm being serious.
http://www.macrumors.com/2012/12/10/analyst-suggests-iphone-5s-could-launch-in-mid-2013-with-nfc-128-gb-storage-6-8-colors/