I don't understand why Apple is developing a "me too" product that, due to their draconian rules for third-party integration, is guaranteed to be less compelling than the competition. The thing that makes Echo and Google Home so interesting are the integrations, and we all know that Apple will have this thing locked down for at least two years, and then they'll just ever so slightly crack the door open.
They need a real come to Jesus moment here. They need to admit that, despite their multi-year lead, they blew it with Siri. They should cut bait and integrate with one of the other two options. At the same time the entire Siri team needs to be shown the door.