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 Roundups: HomePod, HomePod mini
Tag: CIRP

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Top Rated Comments

alex2792 Avatar
38 months ago
That’s because Siri isn’t very smart compared to Google and Alexa.
Score: 48 Votes (Like | Disagree)
jonnyb098 Avatar
38 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
38 months ago
I really hope they bring the larger homepod back, updated and improved
Score: 28 Votes (Like | Disagree)
Morgenland Avatar
38 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: 23 Votes (Like | Disagree)
levitynyc Avatar
38 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
38 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)