The pressure is on for Apple to catch up with Amazon and Google and deliver a dedicated home device for Siri… While we have been talking about personal assistants, the level of “personal” they perform seems to vary. In the promotional video for both Echo and Home, the devices, and therefore the assistant within them, are accessed by a family — which makes Alexa and Google assistant look more like Mary Poppins than Jarvis.
Don’t expect Apple to do an Amazon Echo. Having Siri available on all devices, and, eventually tuned to your voice and preferences only is a big plus.
Apple positions the iPhone, the Apple TV and the iPad as home remote controllers that are smart and secure vs Amazon that allows Alexa to be tapped into by different devices. For the user, the final result is the same: switching off the lights, closing the garage and so on. The way they get there is very different and has implications on how consumers will see, not just the assistant, but also the brand behind it.