The 27-year-old, who started Barca's 3-0 victory over Racing Santander yesterday evening, has revealed that no-one connected with the club is resting on their laurels.
"Every year it gets harder to be better than the rest. It is important for the team to take this as a challenge, to always want to better ourselves," Iniesta told Barca TV.
"Doing what we did last year doesn't mean we can assume we'll achieve the same this time. The team must never stop learning and improving.
"Other teams do things differently when they play us. So the second challenge is to look for different ways of playing in order to counter the things our opponents do."
Pep Guardiola's Barca are currently top of La Liga after seven matches.