"It's clearly about the hardware but also making Siri more obvious to consumers so you can see where she's getting smarter", said Carolina Milanesi, an analyst at Creative Strategies.
What's far more debatable is how much the average consumer values high-fidelity audio, and how much they're willing to pay for it. Apple said that comparable systems comprised of high-fidelity Wi-Fi speakers paired with a smart virtual assistant can cost anywhere from $400 to $700, which it used to justify the $350 price tag. Siri also allows users to check on the weather, the news, and even control HomeKit-enabled devices like its competitors. There are chances that Samsung's Bixby speaker could come with support for media casting devices like Apple's AirPlay and Google Cast.
Apple has also unveiled an AR Kit that's useful for developers who are creating augmented reality apps for iOS devices. Like the Amazon Echo, Apple HomePod is a speaker that has a voice-controlled digital assistant built in.
Does Limp think HomePod poses a competitive challenge to Amazon? It's at the very expensive end of wireless speakers, and at the weaker end of the spectrum when it comes to smart home devices. Checking a lot of the boxes people already love about Sonos' speaker systems.
Apple "can't afford to yield valuable real-estate in the heart of people's homes to Amazon, Google and others", said Geoff Blaber, research analyst at CCS Insight.
Amazon has rolled out an app allowing consumers to shop through their Amazon Fire TV gadgets, similar to an app it created late a year ago to allow Apple TV users to shop Amazon through their TVs, according to TechCrunch.
Or, if you're in the US.
Limp also says that Amazon also saw the emergence of the cloud ahead of other companies.
The list of tasks you can do with just voice is growing across all of these devices. Amazon's previous attempt at a phone, Fire, was a bust.
"We're open to that", Limp said, according to CNET. "In Monday morning quarterbacking I might change some things, but I'd give it a shot again". It's the individual services that really differentiate the voice assistants and the speakers.
In addition, the company brought major updates to other OS, such as new Siri face and Gym Pairing in the new watchOS, adding Amazon Prime Video to the tvOS, as well as enabling tracking prevention within Safari to protect privacy in the new macOS. Among the ongoing industry-wide challenges he identifies: the internationalization of such speakers. However, Siri still seems to require polishing its efforts a bit more to evolve into a true blue digital assistant that you can rely on at all times. "With this new version, our iPhones could guide us through life faster (and possibly safer) and our iPads might finally become real computers". Amazon has been building up a library of thousands of skills for a few years now, and Alexa gets better and more useful every single day.