The success of Apple TV's November 2013 launch will differ by country. Sanford C. Bernstein senior U.S. media analyst Todd Juenger told an investor briefing that Apple will have a tough time disrupting the U.S. TV market. "All of the content that people care about most is in the hands of the US media companies … None of them has really any discernible upside to gain from entering into any agreement to make that content available to Apple." He added that they actually have a lot to lose by doing that.