It's a given that in releasing the iPhone 5S in September 2013, Apple is poised to reap record revenues like in previous quarters. But will the tech giant outdo itself and take back the smartphone crown that currently rests on Samsung's head?

For Trip Chowdhry, managing director of Global Equities Research, the iPhone 5S, along with the low-cost iPhone 5C, are destined to become massively successful. In fact, the twin-debut "will be the most successful product launch ever in the history of Apple," Mr Chowdhry told Benzinga in an interview.

But there are ifs and buts, the analysts quickly added, and these stumbling blocks will be cleared once the suggestions below are implemented, thus paving the way for Apple to close out the year heading the pack anew of mobile device makers.

Introduce innovation real quick

The solid Apple reputation for regularly coming up with innovative products is weakening and the company seems unmindful of this alarming development, Mr Chowdhry said.

"Where is Apple TV? Where is iWatch?" the analyst asked. The answer he also supplied: "Innovation does not exist at Apple."

Correct the 'Tim Cook anomaly'

Apple became a success story because it set the pace for others to drool. Now, it seems to have degenerated into a laggard and Mr Chowdhry blames the top Apple man - Tim Cook who took the Apple charge when the legendary Steve Jobs died.

Mr Cook is unfit for the CEO chair, the analyst offered though he allowed that the company's current big boss did a great job in handling operations for the iPhone and iPad maker. There is no need to leave Apple, Mr Chowdhry said, but the chief executive should re-focus on the things he does best - operations.

"He's an operational guy ... (Tim Cook) should be heading up operations," the analyst declared.

Ramp up marketing stunts on new and emerging markets

Mr Chowdhry claims that many buyers in Asian markets grabbed Android handsets seemingly convinced that these devices offer the same capabilities that come with iPhones. In short, these are Apple sales numbers lost by default just because the company is too slow or not aggressive enough in raising its flag to new smartphone territories.

It is no secret that Samsung spends billons of dollars to get into the mindset of gadget users around the world. There is no reason for Apple not to play the same game.

The iPhone 5C will work wonders for the iPhone 5S

Issuing the budget 5C is a strategic move for Apple, giving company direct access to phone shoppers unwilling the pay the premium price demanded by previous and the upcoming regular iPhone models.

However, for the cheaper iPhone to perform beyond expectations, awareness is the key, Mr Chowdhry said. Apple needs to convince consumers that they getting the better package in opting for the 5C compared to the mid-range and entry-level Android mobile phones, especially those coming off Samsung's production lines.

While the 5C will certainly take away some pie from the 5S, its surge will at least allow Apple to make a big mark on new turfs, which should add up to the tech giant's market grip, said the Global Equities executive.

Apple watchers are expecting to see the formal unveiling of both the iPhone 5S and the iPhone 5C on Sept 10, which should be followed shortly the iOS 7 devices' actual release date that analysts have pegged later in the month.