Apple Remains 'Largely Absent' in U.S. Smart Speaker Market

Apple remains "largely absent" in the U.S. smart speaker market while Amazon and Google continue to dominate, according to data gathered by Consumer Research Intelligence Partners (CIRP).

HomePodandMini feature orange
Since 2017, Amazon has been the dominant company in the smart speaker market, with over two-thirds of smart speakers in U.S. homes being Amazon devices. Google holds about a one-quarter share of smart speaker devices, while Apple and Facebook have the small remaining share.

Josh Lowitz, CIRP partner and co-founder, said that while the installed base of smart speakers added over 25 million units over the past year, reaching a total of 126 million units, Apple still "failed to make meaningful inroads." According to Lowitz, Apple's original HomePod strategy, "with a single premium-priced model competing against products that included low-priced entry-level devices" struggled to gain a significant share of sales, which has led to other brands growing faster and establishing a grip on consumers.

Last year, Apple discontinued the original HomePod and introduced the HomePod mini, a smaller smart speaker priced at just $99. In spite of the launch of the ‌HomePod mini‌, CIRP's data shows little change between Apple's market share in 2020 and 2021.

smart speaker market share 2021 cirp
CIRP estimates that over 20 million U.S. households have more than one Amazon Echo device, while about eight million U.S. households have multiple Google Home units, meaning that 43 percent of Amazon Echo owners and 38 percent of Google Home owners have more than one smart speaker. By comparison, only two million households have more than one HomePod.

Apple is rumored to be rethinking its smart home strategy, scrapping an updated model for 2022, and introducing new HomePod models, including one with a screen and a camera for FaceTime calls and one that is combined with an Apple TV.

CIRP's latest data was based on a survey of 500 U.S. owners of Amazon Echo, Google Home, and Apple HomePod, surveyed from July 1 to July 8, 2021, who owned one of these devices as of June 30, 2021.

Related Roundup: HomePod mini
Tag: CIRP
Buyer's Guide: HomePod Mini (Neutral)

Top Rated Comments

alex2792 Avatar
12 months ago
That’s because Siri isn’t very smart compared to Google and Alexa.
Score: 48 Votes (Like | Disagree)
jonnyb098 Avatar
12 months ago
Discontinue a $299 speaker to introduce $550 headphones…..also Siri is meh. Sometimes great, other times barely works. That inconsistency has pushed millions away from remembering to use Siri for many things. Now after ten years we will soon get on device processing for the most basic things……took TEN ***** YEARS!!

Personally I love my HomePod for music, it sounds incredible especially given it’s size. But apple didnt learn its lesson from that other $349 speaker no one bought. It should’ve been 299 to start and fall to 199 over time and make it a full product lineup. Make a “travel pod ” for on the go, etc etc. Also the homepod mini naming makes zero sense now.

Lots of untapped potential for the HomePod lineup if they bothered.
Score: 35 Votes (Like | Disagree)
apparatchik Avatar
12 months ago
I really hope they bring the larger homepod back, updated and improved
Score: 28 Votes (Like | Disagree)
Morgenland Avatar
12 months ago
I own 6 HomePods and I know why.
When it comes to speakers, I'm primarily concerned with perfectly coordinated sound. And only Apple's speakers have the processing power to achieve that. It's that simple.
Score: 22 Votes (Like | Disagree)
levitynyc Avatar
12 months ago
If they released the original Homepod at $199, they'd have been fine.

$350 was absurd.
Score: 21 Votes (Like | Disagree)
himanshumodi Avatar
12 months ago

I own 6 HomePods and I know why.
When it comes to speakers, I'm primarily concerned with perfectly coordinated sound. And only Apple's speakers have the processing power to achieve that. It's that simple.
Your house must be lovely. I don't even own 6 chairs.
Score: 18 Votes (Like | Disagree)

Related Stories

homepod mini thumb feature

HomePod Mini Likely Nearing Launch in Five More Countries

Saturday January 8, 2022 11:21 am PST by
Apple has been testing Swedish language support for Siri on the HomePod mini for at least two months, according to Macradion, suggesting that the HomePod mini will be released in Sweden at some point this year. In addition to Sweden, the HomePod mini will likely launch in at least four more countries in 2022, including the Netherlands, Belgium, Switzerland, and Russia, as the speaker gained...
HomePodandMini feature

Lossless Audio and Dolby Atmos Support Come to HomePod With 15.1 Software Update

Monday October 25, 2021 9:59 am PDT by
Alongside the iOS 15.1 update that was released today, Apple has introduced a new 15.1 software update that's designed for the HomePod and the HomePod mini. The HomePod update introduces Lossless Audio and Dolby Atmos Spatial Audio to Apple's HomePods, bringing them in line with other devices that have supported the features since earlier this year. Lossless Audio is available on both the...
homepod feature purple

Apple Releases HomePod Software 15.4

Monday March 14, 2022 9:41 am PDT by
Alongside iOS 15.4, iPadOS 15.4, and tvOS 15.4, Apple today released a new 15.4 update that's available for the HomePod and the HomePod mini. The 15.4 update is the fourth major HomePod software update since version 15 was released, and it comes more than a month after the launch of HomePod software 15.3. The HomePod 15.4 software update brings support for captive WiFi networks, so that...
homepod feature triad

Apple Considered Updating Original HomePod With Improved Processor Before Deciding to Discontinue It

Monday July 26, 2021 1:28 am PDT by
Before deciding to discontinue the original HomePod, Apple had internally deliberated updating it to feature an improved processor, a move the tech giant may have seen as a last-ditch attempt to reignite demand for its smart speaker. In a tidbit in his latest newsletter, Bloomberg journalist Mark Gurman says that before discontinuing the HomePod, Apple "had internally discussed making a new...
homepod mini power cable

Gurman: Apple Considered a Battery-Powered 'HomePod' Years Ago

Sunday January 16, 2022 9:48 am PST by
Earlier this month, Apple discontinued the Beats Pill+, its last battery-powered speaker. Following this news, Bloomberg's Mark Gurman has revealed that Apple once internally discussed and prototyped a battery-powered smart speaker. In the latest edition of his Power On newsletter, Gurman said that while Apple prototyped a battery-powered smart speaker years ago, he would be surprised if one ...
homepod mini thumb feature

HomePod Mini Now Rumored to Launch in Seven Countries, Including Denmark and Norway

Tuesday January 11, 2022 8:29 am PST by
Over the weekend, it was reported that Apple has been testing Swedish language support for Siri on the HomePod mini for at least two months, and now further reports claim that testing is also underway for Danish and Norwegian. Based on these reports, it's likely that Apple is planning to launch the HomePod mini in several Nordic countries this year, including Sweden, Denmark, and Norway....
homepod mini blue holiday 2

Deals: HomePod Mini on Sale for $79.99 at Target ($20 Off)

Tuesday December 14, 2021 6:18 am PST by
Target has a few Apple-related deals going on today only, headlined by a $20 markdown on the HomePod mini. You can get the smart speaker for just $79.99, down from $99.99. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. This sale is available in Space Gray and ...
HomePod FaceTime 3D Blue

Apple Is Rethinking the HomePod, Adding a Screen and Camera for FaceTime Calls

Wednesday May 19, 2021 3:19 am PDT by
After discontinuing the HomePod in March, Apple is now working on a new HomePod product with a screen, according to reliable Bloomberg journalist Mark Gurman. Render of a HomePod with a built-in camera and a large display. In a recent report, Gurman mentioned that Apple has "been developing new speakers with screens and cameras." This suggests that Apple could be at least exploring the...

Popular Stories

2022 back to school apple

Apple Launches 2022 Back to School Offer: Up to $150 Gift Card With Mac or iPad

Friday June 24, 2022 5:08 am PDT by
Apple today launched its annual "Back to School" promotion for college/university students in the United States and Canada. This year's promotion offers a free Apple gift card with the purchase of an eligible Mac or iPad, rather than free AirPods like last year. Apple is also offering students 20% off AppleCare+ plans during the promotion. Apple is offering a $150 gift card with the purchase ...
apple ar headset concept 2

Apple CEO Tim Cook Hints at AR/VR Headset: 'Stay Tuned and You'll See What We Have to Offer'

Wednesday June 22, 2022 6:34 pm PDT by
CEO Tim Cook this week did an interview with China Daily, where he once again commented on on the future of augmented reality and hinted at Apple's work on an AR/VR headset. Render via designer Ian Zelbo Cook said that Apple is excited about the opportunities available with augmented reality, which is not too far off from prior comments that he's made, but he went on to say that people should ...
airpods pro 2 1

AirPods Pro 2 Said to Feature Upgraded H1 Chip, Find My, Heart Rate Detection, USB-C and More

Friday June 24, 2022 9:48 am PDT by
The next-generation AirPods Pro could come with a long list of new features that include heart rate detection, the ability to function as a hearing aid, and a USB-C port according to a report from 52Audio. The site claims that it has received new information on the AirPods Pro 2, and it has used that information to provide some renders on what the earbuds might look like. Design wise, there...
customize wallpaper setting ios 16

iOS 16 Beta 2 Tidbits: New Wallpaper Colors, Backup Over LTE, SMS Filtering and More

Wednesday June 22, 2022 2:16 pm PDT by
Apple today seeded the second betas of iOS 16 and iPadOS 16 to developers for testing purposes, and the new betas introduce new features and refine some of the changes that Apple made with the first iOS 16 release. Subscribe to the MacRumors YouTube channel for more videos. Lock Screen Photo Wallpaper Customization When customizing a photo on the Lock Screen, there are two new DuoTone and...
home app ios 16

Apple Confirms iPad Will No Longer Be Supported as a Home Hub in iOS 16

Wednesday June 22, 2022 12:38 pm PDT by
The iPad will no longer be able to be used as a home hub following the launch of iOS 16, iPadOS 16, macOS Ventura, and the HomePod 16 software this fall, Apple confirmed today. As discovered in iOS 16 code by MacRumors contributor Steve Moser, Apple says that the iPad will no longer be supported as a home hub. This information will be displayed in the Home app after updating to iOS 16.A home ...
apple ar headset concept 1

Apple Rumored to Announce 'Game-Changer' AR/VR Headset in January 2023

Friday June 24, 2022 2:52 am PDT by
Apple is "likely" to announce its long-rumored mixed-reality headset as soon as January 2023, Apple analyst Ming-Chi Kuo has reiterated. Concept render based on purported leaked information by Ian Zelbo In a detailed post on Medium, Kuo explained that Apple's headset will be a "game-changer" for the augmented-reality and virtual-reality market. Describing some of the headset's...