While Apple has been losing an edge in this market, they're not asleep. They know how important being integrated into the home and in hotels and in classrooms is to capturing customers who later adopt the Apple ecosystem. I was at a hotel technology convention where buzz about Apple was everywhere. They know that Apple is working directly with hotels to create the conditions where an Apple TV in every room is the standard. Changes to tvOS have enabled this.
Apple has made adjustments both small and large that show that they're serious. Allowing smart home devices to join HomeKit with just a firmware upgrade is an important move. AirPlay 2 is clearly crafted for improving the connected home ecosystem. Then there's HomePod, an entire new device category for Apple, introduced specifically for the Home. Apple isn't lying down. I expect that this effort will continue ramping up.
Yeah, sure, why not?
But they've got too much ground to cover the catch up to Amazon. It's just the way it is. Apple will always be a niche player in home automation. Sure, they'll make it shinyer, and they'll make more money (from their own eco system of products, as well as from developers and licenses etc) but they'll always be way behind. Amazon haven't arrived at the point they're at to sit around waiting for Apple to catch up so they can compete better.
It's probably OK in the personal device market for Apple to catch up a year after their android competition has implemented new technologies, and yes, Apple has a tendency to leapfrog the market once in a while with technologies such as Face ID for example. But in the home automation market the actual AI of the assistant (Alexa, Siri, Google etc) is king (or Queen). That's where the reliability is, and reliability along with a bit of cuteness (and some low prices without the Apple tax) is what the market is clamouring for. Alexa is smarter than Siri, and Amazon have run with that. The Echo Dot is £50 in the UK, usually less. Google Assistant is smarter than Alexa, and still Amazon have the edge because the Echo Dot is ubiquitous, and cute. The Google home mini is probably the most important product for google that's not software that they've ever made. They know it and that's why they're practically giving these things away.
The bottom line is that Apple are too slow to market with their 'better' and more expensive products. They killed it with the iPhone [
Yet still my iPhone replacement (Google Pixel 2 XL) is equal at least, and in many ways better and more Open than my iPhones ever were. And certainly a lot cheaper, cost wise] and the iPod, and I doubt there will be a better tablet than the iPad Pro (at least until the iPad Mini 5/Pro, of course
Apple aren't going to get in to most people's home with Siri. If they release a Homepod Nano for the same price as an Echo dot, they
MIGHT stand a chance, but does anyone really think that's gonna happen? (Rhetorical).
It's not.