WASHINGTON (September 9, 2025) – Around 1 PM ET today, Apple is expected to announce the latest iterations of the iPhone, Apple Watch and AirPods. With sales lagging in recent years, Apple is betting on a slimmer iPhone, potentially branded the “iPhone Air,” to reinvigorate demand.
David Halliday, teaching associate professor of strategic management & public policy at the GW School of Business, is an expert on business strategy, corporate fraud, and investor behavior.
“Apple doesn’t really compete in the traditional sense, few consumers ‘switch’ to other phones. But it has lost credibility with customers on AI features and its yearly update cycle. Consumers may no longer buy into the hype unless Apple proves it has something truly new to offer,” said Halliday.
If you would like to schedule an interview with Professor Halliday, please contact Claire Sabin at claire [dot] sabin
gwu [dot] edu (claire[dot]sabin[at]gwu[dot]edu).
-GW-