CIRP report: Apple has “almost no sense of presence” in the US smart speaker market

News, August 4 According to data provided by the Consumer Research Intelligence Partnership (CIRP), Apple has “almost no sense of presence” in the US smart speaker market, while Amazon and Google dominate.

According to the report, since 2017, Amazon has been the dominant company in the smart speaker market, and more than two-thirds of smart speakers in American homes are Amazon devices. Google has about a quarter of the smart speaker devices, while Apple and Facebook have a small remaining share.

CIRP partner and co-founder Josh Lowitz said that although the installed base of smart speakers has increased by more than 25 million units in the past year, reaching a total of 126 million units, Apple still “failed to make meaningful progress.” According to Lowitz, Apple’s initial HomePod strategy was to “compete with a single high-priced model with products that include low-priced entry-level devices,” but it is difficult to obtain a substantial share of sales.

Last year, Apple discontinued the original HomePod, and launched a smaller and cheaper HomePod mini, priced at only 99 US dollars.

CIRP estimates that more than 20 million U.S. households have more than one Amazon Echo device, and approximately 8 million U.S. households have multiple Google Home devices, which means that 43% of Amazon Echo users and 38% of Google Home users have more than one smart speaker . In contrast, Apple has only 2 million households with more than one HomePod product.

The latest CIRP data is based on a survey of 500 US users of Amazon Echo, Google Home, and Apple HomePod between July 1 and July 8, 2021.

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