I’m missing something here: how is Alexa / Prime Music not a “deep integration” between software and hardware with Alexa (and likewise with Google’s software and hardware)? I know Apple was revolutionary with phones / computers for developing both the hardware and the software, which resulted in this “deep integration”, but that ship has sailed for speakers with built in assistants and music services. Someone wake Apple up to this??
It doesn’t look like Apple can wake up - with its compromises to shareholders, and the special-interests pulling its strings.