Apple CEO Tim Cook has said that the iPhone 7 will make everyone want to upgrade to the new device in comments made on CNBC’s Mad Money show, which is hosted by Jim Cramer.

The Guardian quotes Apple CEO Tim Cook as saying on the show, “We have great innovation in the pipeline, like new iPhones that will incent you and other people that have iPhones today to upgrade to new iPhones…We are going to give you things that you can’t live without…You will look back and wonder: ‘How did I live without this?’”

Apple reported its Q2 earnings for the year, and for the first time since 2003 the company’s revenue has dropped. And the problem lies with a drop in iPhone sales. In Apple’s investor earnings call, Tim Cook had acknowledged that part of the reason for the decline was the low upgrade cycle for iPhone 6s, especially when compared to iPhone 6.

“From an upgrade point of view as I mentioned in my comments, we compare favourably, slightly better than the upgrade cycle that we saw on the iPhone 5s. We’re lower than the iPhone 6, but I think all of us know that that was an extraordinary cycle that accelerated upgrades from 2016 into 2015,” Cook was quoted as saying in the call.

He said they (Apple) were not ready to “write off” developed markets adding “there’s still really, really good business” present in these. Cook also said they set a new record in getting Android users switch to iPhone in the first half of the year, and it was their job to continue making phones, which will convince people to go with iOS.

Apple is expected to launch the iPhone 7 in September, and according to rumours, it will come with no headphone jack, possibly a smart-connector, a dual-camera set-up in the iPhone 7 Plus version, and a faster chip. With the iPhone 7, a design change is also expected, though we’ll have to wait and see how different the new iPhones are compared to the iPhone 6s and 6 series.

For Apple, the upgrade problem is one that they need to solve and quickly. Tim Cook is right when he says that they need to offer something compelling to convince users to buy a new iPhone. With most Apple products, the shelf life is much better, and longer than with Android devices. It also helps that Apple sends out regular iOS updates, even for older phones.

Plus the difference between the iPhone 6 and iPhone 6s was not much other than the chip upgrade and 3D Touch, which by itself was not a compelling reason for many to buy the new device.

For Apple to bounce back and prove the critics wrong, iPhone 7 will have to offer something spectacular. Given how much Apple depends on the upgrade cycle to boost its sales, the new phone needs to convince iPhone 6 and iPhone 6s users that their device need to be replaced.