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

According to data provided by the Consumer Research Intelligence Partnership (CIRP), Apple has “almost no sense of existence” 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 report: Apple has

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 sales share.

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

CIRP estimates that more than 20 million American households have more than one Amazon Echo device, and approximately 8 million American 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 series product.

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

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