Apple Inc (AAPL) Launching their Set Top Box is Inevitable: Jon Steinberg


Apple Inc (NASDAQ:AAPL) first launched their ‘Apple TV’ in 2007. Apple TV is basically a digital media player and a micro-console that is designed, manufactured, and sold by Apple. The company had plans of including the set box service in their fourth generation of Apple TV.

Samsung Electronics reported poor quarter earnings, losing the market shares to Apple Inc (NASDAQ:AAPL) in the high-end segment and Chinese phones in the cheaper mobile segment. The CEO of Daily Mail North America, Jon Steinberg discussed with the ‘Squawk Alley’ team on CNBC about the delay in Apple TV launch and his views on Samsung losing some of their market share.

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“Cheaper phones beat Samsung this quarter,” Steinberg said. He also talked about Apple Inc (NASDAQ:AAPL) and said that they intent to make set top box and the general public wants Apple to make them. He thinks that the cable companies are obstructing Apple from launching their set top box. He feels that the cable companies need to give up on their obstruction at some point and let people get what they want.

Steinberg pointed out at the tussle between Apple Inc (NASDAQ:AAPL) and AT&T Inc. (NYSE:T) during the iPhone launch in 2007. AT&T had to give up on that occasion and let people get what they wanted. The iPhone turned out to be a huge success for Apple.

“You can only hold back the tide of what people want so long. It is inevitable that the best makers of hardware and software will be in your living room,” Steinberg said.

Kayla Tausche of CNBC pointed out at the need for Samsung to go to the below $200 per phone market to recapture the market share.

Steinberg added that the growth in smartphone has happened in big screen phones costing more than $300 and cheaper phones costing less than $200. In his opinion, the cost range between $200 to $300 does not work very well in the market. He thinks that the Samsung has offered a lot of discounts to stay in competitio,n which reduced their operating income.

Carl Quintanilla added that Samsung was not able to hold on to their market share even with all the discounts provided and pointed out that Samsung’s global market share declined from 32% to 25% in a quarter. Steinberg added that the iPhone has retained its market share, amid all the speculation that they might lose some of their market share.

Quintanilla talked about the news on ‘macrumors’ that iPhone 6 might be launched on October 14, 2014. Steinberg feels that the Apple news sites like ‘Macrumors’ and ‘9to5Mac’ may not be 100% accurate, but they never get the news totally wrong. So he thinks that Apple Inc (NASDAQ:AAPL)’s iPhone 6 launch might be around the rumored date.

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