Apple's stock value has continued its decline over the past months. Samsung Galaxy S7's success is not helping the iPhone developer.
CNBC reported that Apple's stock has been unable to recover from its drop. This leaves investors wondering over the future of the tech giant.
Apple's stock has fallen by more than 22 percent in the past year. BGC Financial senior technology analyst and director of research Collin Gillis revealed that the company value could continue its decline.
"The smartphone dynamics are slowing down," Gillis said. "It was a wonderful run, but they haven't done anything except for incremental improvements, and that's finally caught up to them."
An Apple shareholder and chief investment officer at Albion Financial Group, Jason Ware, took to the company's defense. He noted that the dismal performance is unsurprising since the tech giant's big price run-up going into 2015.
"We don't think they need to reinvent the wheel or have some big, new hot category that no one's thinking about in order for this stock to have good returns going forward," Ware said. "Over the shorter run, we've been cautious... This quarter's not going to be great, but we're looking out a little bit further."
"They have a lot of brand equity, they've got a new iPhone lineup coming out at the end of this year," he added. "We're probably going to see another relaunch - and a more revolutionary relaunch - next year."
More on Apple's stock and business will be revealed later this month. The company is set to discuss its earnings on Jul. 26.
Meanwhile, Samsung Galaxy S7's popularity in the U.S. market is not helping the sales of Apple's iPhone 6S. According to The Verge, 16 percent of American consumers are buying Samsung's S7 or S7 Edge - with only 14.6 percent buying an iPhone 6S or 6S Plus.
Sales from March, April, May also revealed that Samsung got the biggest share of the overall U.S. market with 37 percent. Apple only had 29 percent.