This is a very important development at Apple to be able to maintain market share, but I don't know if it's enough to take market share," said CEO Shana Orczyk Sissel, returning to CNBC International with Karen Tso, Steve Sedgwick and Arjun Kharpal following Apple's iPhone launch event and AI rollout. She also weighed in on hardware innovations from other phone companies noting that Apple would have to introduce something that no one sees coming to really drive the upgrade cycle.