We’ve come a long way since those days when Steve Jobs strolled out on the stage, wearing his signature black shirt and jeans, holding the future in his hand. That’s how we met the devices that changed our lives – iPod, iPhone, and iPad all were introduced this way.
But all that’s in the innovation rear-view mirror. First of all, these events are typically in September, but this year was pushed to yesterday due to supply change problems. Of course, holiday shopping is going to be whacked this year, so it stands to reason even Apple’s fall announcement has been disrupted.
Of course, the event is virtual now. Not a lot of flash or “oh wow.” There was no auditorium filled with cheering Apple fans boys and girls, cheering on Apple’s innovation. And no Steve Jobs, of course.
But yesterday, Apple pressed on, introducing its new 5G iPhone 12, a MagSafe wireless charging system, and colorful Beats Flex wireless headphones (for just $50).
And their new, breakthrough device is an affordable smart speaker – the new HomePod mini. It retails for $99 and is available early next month.
Now no one would criticize you if you’re thinking, “It’s about time.” Or even, “What took so long?”
Or is it really “breakthrough?”
Whether you know it or not, Apple has had an entrant in the smart speaker field for three years – the HomePod. It sells for a hefty $300, has great sound, doesn’t include Spotify, and by all estimates, has been a total stiff.
During this same period, Amazon and Google have extended their leads in the all-important smart speaker horse race.
Is there room for another player?
Apple thinks so, and thus, the HomePod Mini is certainly more competitively priced. It has cool 
features – Siri recognizes the voices of the various people who live (or work) with you. CNET says it resembles a restaurant table candle.
It is very round – yes, like an apple.
The Mini’s main attraction – aside from its reasonable price – is to pair it with all your other Apple stuff – your iPhone, your Watch, your Mac, your Apple TV.
Like its competitors, the HomePod Mini can control your lights and handle other at-home tasks. The feature that jumped out at me is that two Minis in the same room can be configured to play your favorite audio in stereo.
(Of course, you can do all these tasks with your Alexa or Google Home devices, begging the question whether there’s truly a need for this advice at this time.)
Good news for radio. HomePod Mini plays radio streams, from sources that include iHeartRadio, TuneIn, and Radio.com. So, if your station’s audio is available on those apps, you’re in luck. That is unless your station handle is Jack, Mix, Eagle, Hot, Alt, or The Fan, in which case the device might retrieve a station on Prince Edward Island instead of yours.
No doubt about it, the Apple HomePod Mini looks to be a cool device that might have been a real player in 2015. But in the light of today, is it different enough from what Amazon and Google have been offering the last several year to lure consumers to “switch horses” to Apple? Apparently, that’s their bet.
But the fact is, Amazon and Google have lapped the field. Here in the U.S., Alexa maintains a huge lead, while Google is hustling for the runner-up position. (In other countries, it is Google in the pole position.) Apple is hoping to wedge itself into the competitive arena where Amazon and Google rule – at home, at work, and yes, in cars. It is clearly playing from behind. 
Note how Google is picking up share. And that of smart speaker owners, nearly one in ten now has both an Amazon and a Google device. As for the original HomePod, it has barely gotten out of the starting gate.
Apple’s prowess at product design and marketing is undeniable. Their brand is impeccable. They were made to dominate this space. But right now, they’re not even in the money.
And at first glance, the HomePod Mini has a nice look and probably sounds great. But similar to being up against two strong morning shows that have established loyal audiences, do consumers really need another smart speaker in their lives?
And of those who still don’t own one of these devices (still a solid majority of consumers), how many have been waiting in the grandstands for Apple to finally introduce a competitively priced, full-featured product?
(FWIW our research indicates most smart speaker holdouts have rejected buying one of these devices not because of price or need, but due to privacy concerns. Many will tell you they don’t want “a device in my home listening to my conversations.” Apple’s new entry is a longshot to be sure, but might have had a chance to beat the long odds with unique, proprietary privacy features on HomePod Mini.)
Long before we knew Alexa, many of us were chatting with Siri. But Apple’s inability to design and produce a unique, competitive, affordable product in a timely basis puts the company in a position of playing from behind. And it’s puzzling, given the company’s innovative Jobsian DNA.
At a time when more than four in ten consumers just told us in our COVID 3 study they won’t spend as much money on gifts this holiday season as they did last year, Apple has an uphill battle on its hands. Gen Zs and Millennials – the generations most likely to take a shot on a new tech gadget – are the groups most likely to spend less this year.
Will HomePod Mini be on your “wish list” this year?
Thanks to Reid Jacobs.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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I watched the Apple presentation yesterday and was very impressed by the mini. We stream our station on Alexa. I am invested in Alexa devices (own 4) and love them but have one complaint, music. I am a fan of Amazon Music but not as much as Apple Music. I also have my entire music library in Apple. I am seriously considering keeping Alexa for controlling my house and for other functions but adding the Apple Mini for my music because I believe it will sound better and make it easy to play my library or a playlist. I believe the price will encourage people to buy and the sound will get good reviews in the trades. Not everyone will do what I am considering but there is still opportunity for the Mini.
Thanks for this, Ken. There are some upsides for Apple as you comment illustrates. It has just take a long time to get there.
As an ‘apple fanboi’ from way back, they’ve stopped really innovating a long, long time ago. For me personally, will it work with my Android Pixel phone? Will it stream music from my home Plex server? I’m sure the answer to both of these questions is no. I will not bite.
Let’s take it directly from the horses mouth, Mister Jobs from an interview before shedding the mortal coil” “I have my own theory about why the decline happens at companies like IBM or Microsoft. The company does a great job, innovates and becomes a monopoly or close to it in some field, and then the quality of the product becomes less important. The product starts valuing the great salesmen, because they’re the ones who can move the needle on revenues, not the product engineers and designers. So the salespeople end up running the company.”
Aimed at tech, but certainly wise words for companies that also rely on ‘creative’ to really move the needle.
In the words of Don Draper, “Creative, the least important, most important thing there is.”
Appreciate the perspective, John. You need to look at more than just the stock price to understand how Apple has changed. Thanks for chiming in.
A bit late to the party but Apple devotees will “have to have it”as their image is sometimes involved. They are mostly, or were before the pandemic, flush enough to go to pocket for both the new phone and the Home Pod mini. Apple has not been what they were since Steve’s exit. Amazon beat them to the punch on this. Both companies have seen profits triple or more in the Covid era. I broke down and ordered the subscription to Alexa’s music service, because I was really tired of the free version using new recordings of old artists rerecorded BADLY, and NOT using the original performance. Some were just sad as the artists were recording material that they originally recorded forty years ago, or more in some instances. Not the same. But then, who is, forty years later? Thanks for the share, Fred. I’ll stick with my three “Hockey pucks” for now, but I will tell you, Alexa’s voice recognition skills are on par with a centenarian. She would do well to get a cochlear implant. And the “lounge group” mode is hit and miss at best.
I feel your Alexa pain, Ed. Voice recognition has improved, but can still be frustrating (and NOT funny). The smart speaker horse race is an important one, and broadcasters could emerge as a winner, especially with all those radios disappearing from people’s homes. Thanks for commenting.
Thanks for jump starting my brain each morning with your sage blogs, Fred.
Thanks for reading them and engaging, Ed.
Had to laugh at Ed Kelly’s suggestion that Alexa get a cochlear implant! I play a word game on Alexa daily called “Puzzle of the Day.” A typical conversation goes as follows:
Alexa: what is a four-letter water carrying tube?
me: hose
Alexa: hail is incorrect
me: hose
Alexa: hole is incorrect
me: HOSE H-O-S-E!
Alexa: Sorry, i didn’t get that
me: HOSE
Alexa: house is incorrect
Oh what fun!
Don’t worry, Dave, you’ll get better at this with more practice. (Eye roll.)
Thanks for the reminder. The technology still has a way to go.
If she didn’t stay so annoyingly calm through the conversation, I don’t think it would be anywhere NEAR as annoying! It’s bad enough she doesn’t understand you, but the fact that she remains just as cool and calm and even-toned throughout, no matter HOW worked up I get, only seems to make me MORE aggrivated! (Maybe a “How to REALLY annoy your foes” lesson in there for us all?)
🙂
Until Apple adds video capabilities to their home device, like certain Echo models, I believe most Apple fans like myself might keep waiting to make the jump to owning. I’m a big Apple fan, but want to be able to video chat with my elderly parents who are several states away.
Apple is playing catchup. And despite their reputation for designing beautiful products that work really well, they’re a few years behind Amazon and Google. Thanks, Christopher.