It's the time of the year when both of Apple's market shares and sales rise on a global scale. It's the worldwide effect of the anticipation for the next iPhone model. And this year, the billion-dollar company does not have just one, but two iPhones to launch. 

In a competitive market where being on the top in terms of sales is not everything, Apple needs to work double time in order to retain its millions of users. And while Samsung has continuously experimented on ways to make its products more innovative, Apple chooses to stick to what's working for them. The iPhone 5S, and the smaller and more affordable iPhone 5C will be announced on September 10, and will be facing touch challenges to regain the company's momentum in emerging markets such as China and India. 

According to one analyst, Apple's S strategy will continue to click as far as its loyal users are concerned. "The new iPhones will be massively successful," Chowdhry said to Benzinga on Tuesday. He said the former success of the iPhone 5 launch resulted in 5 million sold units in just the first three days of sale. 

On the other hand, Chowdhry was also quick to admit that Apple continues to lag behind on one important area. 

"Innovation does not exist at Apple," Chowdhry said. "Where is Apple TV? Where is iWatch?" he said.

He also stated that Apple's current CEO Tim Cook should probably step down as head and just focus on operations. "I'm not saying he's a bad guy. He should be heading up operations."