Apple’s ‘Siri Speaker’ likely targets Sonos, too

“All the reports of Apple’s rumored Siri Speaker have it targeting Alexa and Google Home, and at one level that makes sense,” Dave Hamilton writes for TheMac Observer.

“But I think there’s a different target Apple’s going after: Sonos,” Hamilton writes. “Remember, this isn’t rumored to just be a voice-controlled device with a speaker thrown in for audio feedback. Reports peg this as a device which contains multiple, high-quality speakers.”

Hamilton writes, “In early May, KGI Securities’ Apple analyst Ming-Chi Kuo said: ‘We expect Apple’s first home AI product will have excellent acoustics performance (one woofer + seven tweeters) and computing power (similar to iPhone 6/6S AP).'”

Much more in the full article here.

MacDailyNews Take: The looming WWDC is likely inducing a boatload of acid reflux in Sonos’ headquarters.

Once they finally get something shipping in quantity, it’ll be fun to watch how quickly Apple takes the top end of the market away from Amazon’s Echo since Apple’s solution will certainly have unique advantages within Apple’s ecosystem that makes it the obvious choice for Mac, iPad, iPhone, and Apple Watch users. — MacDailyNews, May 10, 2017

Apple’s ‘Siri Speaker’ has entered overseas production ahead of WWDC – May 31, 2017
Apple Siri Speaker: What will it be, how might it look, and what will it do? – May 18, 2017
Wishlist for Apple’s Siri Speaker: Hi-Fi audio, multi-user control, HomeKit, and more – May 8, 2017
Phil Schiller on Amazon Echo-like devices and more – May 6, 2017
Apple’s Amazon Echo echo rumored to borrow trashcan Mac Pro design cues, could arrive at WWDC – April 28, 2017
Following debut of Echo Look with built-in camera, Amazon likely reveal new Echo device with a built-in display – April 27, 2017
Apple said to be working on a Siri-based Amazon Echo rival – April 27, 2017
Apple’s Amazon Echo echo: What if AirPort Extreme becomes the Siri speaker? – December 1, 2016
Apple abandons development of wireless routers – November 21, 2016
Apple’s Amazon Echo echo – September 26, 2016
Apple’s Amazon Echo rival said to include includes built-in cameras to read users’ emotions, recognize faces – September 23, 2016
Apple’s Siri-powered Amazon Echo-like device reportedly now in prototype testing – September 23, 2016
Why an ‘Apple Echo’ would be a hit – June 15, 2016
New Apple TV to take on Amazon’s Echo, source says – May 26, 2016
Apple preps Amazon Echo rival, opening up Siri – May 24, 2016
Apple should make a stationary voice command device like Amazon’s Echo – May 19, 2016
Google unveils its Amazon Echo knockoff called ‘Google Home’ – May 18, 2016
Where’s Apple’s answer to Amazon Echo? – March 31, 2016
Amazon Echo leads mindshare in smart home platform war – February 29, 2016
Why did Apple buy a startup whose tech can read emotions via facial recognition?/a> – January 7, 2016
Apple buys Emotient, maker of artificial-intelligence tech that reads emotion by analyzing facial expressions – January 7, 2016


  1. Sounds like it will cost 3x-4x more than “competitive” alternatives. This device needs to be better a taking orders than playing music. We’ll see.

  2. If Apple’s v-c assistant starts at a price of $600 it will immediately be labeled a failure by all the tech-heads and the news media. Again, it will all be about Apple not being able to capture market share percentage. Amazon has a multi-level tier of v-c products. When the number of Apple v-c units sold isn’t broken out in earnings reports, that will only add fuel to the cries of failure.

    Apple appears to have no interest at all in competing with other tech companies who will be declared the major winners of v-c market share percentage. No matter how good Apple’s product is It will be considered another loss for Apple shareholders to have to listen to. Even though I can afford a $600 v-c assistant, it makes no sense to me why it should have to cost more than 3X an Amazon v-c assistant if it doesn’t work as well as Alexa. That will likely be everyone’s gripe.

    Already, I’m seeing articles about how badly Siri sucks compared to Alexa and Cortana. Thanks, Apple, for giving Wall Street more reasons to downgrade the stock if the rumors are true. Why is it that nearly everything Apple does is questionable to investors while other companies confidently reassure their shareholders of success?

    1. “it makes no sense to me why it should have to cost more than 3X an Amazon v-c assistant if it doesn’t work as well as Alexa. That will likely be everyone’s gripe.”

      And are you actually saying it’s not a valid gripe? Charge 3X the price and not work as well – that’s OK?

  3. Sonos has an excellent and well developed ecosystem. Apple should have acquired them. They are already premium priced products. All apple would have had to do was add voice and AI. If Apple tries to replace Sonos, they’ll be in for a fight. I’m an all Apple household – if they make it, I own it. But, I have 7 Sonos Play 5 and 3 Play 1 across my home. Apple has to, at a minimum, duplicate the features available through Sonos before I even think of displacing this investment.

    1. I was thinking similarly. The world isn’t crying out for another wifi speaker. This product is DOA if it doesn’t arrive with a HUGE improvement in Siri perfomance and integrated Homekit hub.

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