As expected, Apple has finally come to the home smart speaker table with its own device called the HomePod.
The cost for Apple's smart speaker is USD $349 or if you're in Australia, it's going to be RRP AUD $499.
Much like the Amazon Echo and Google Home devices from its rivals, the HomePod is both a wireless speaker and a multi-functional smart home hub powered by an always-on voice assistant using Siri.
As predicted, you can stream Apple Music (if you have a subscription), check the news, ask it the weather, set alarms and reminders, control some compatible apps using voice commands.
The six-microphone array inside the HomePod also means it'll hear your voice even when the volume is at max, Apple says.
You're probably thinking the same thing: is Apple insane selling an expensive smart speaker when the Google Home and Amazon Echo are considerably cheaper?
The Google Home costs USD $129 and the Amazon Echo costs USD $179. Apple appears to be targeting audiophiles who want a smart speaker with an assistant as well as decent equalised sound inside of it.
If anything, Apple are targeting the likes of high-end audio offerings from Sonos. The added assistant functionality and smart speaker features are just a value-add.
And as Sonos has proven, there is a market for high-end audio devices -- especially high-end devices capable of supporting wireless streaming.
Apple has a history of debuting new products that are successful, so the HomePod will undoubtedly sell to the consumers in the market not content with the sub-par audio quality of Amazon and Google's offerings.
At launch, the HomePod will be able in Space Gray and White. Initially it will be released in the US, UK and Australia. It'll be hitting shelves February 9th, 2018.