All eyes are on Apple ahead of the company's annual fall media event on Wednesday.
The Cupertino-based company is expected to unveil its much anticipated iPhone 7.
Expectations for the new smartphone are high -- the iPhone is Apple's flagship device.
But as the competition grows and cheaper alternatives gain market share -- especially in emerging economies -- analysts and investors alike have questioned if Apple can maintain its iPhone-user growth.
Apple bears -- such as Omega Advisor's Leon Cooperman -- argue that the company's "best days might be behind it."
The company is much known and lauded for its innovation -- a factor that some analysts think the company might have stalled on.
And yet, each time Apple stock pulls back, the bulls rush to make their case for why shares are heading higher in the long-term.
Today Drexel Hamilton released a note arguing that "this summer will prove to be a bottoming process for Apple's stock," and Cowen argued that the "iPhone 7 is just a 'bridge' to get to a 'super-cycle' for iPhone launch a year from now."
Despite low expectations for tomorrow's event, Apple remains the largest company in the world.
The "Halftime Report" experts debated where Apple's heading from here.