The Information, a tech industry media organization, reported Apple is planning a rival product that makes its Siri platform available to users in the home. It might be able to create a competitive player, but it will have much market awareness to pick up.
As CNET's Megan Wollerton reports, Apple's HomeKit only has 16 smart home partnerships, compared to Nest's 70 and Alexa's 40, which make the devices more hardware independent for users. However, Wollerton says it might not be a bad thing.
A cautious approach to certifying smart-home devices isn't necessarily a bad thing if it improves security, reliability and ease of use for consumers. If those end up being the results of Apple's HomeKit strategy, it may pay off in the long run. It's still early days in the modern smart home, and there is still a lot of work to be done to capture today market attention.
Security and reliability are hard concepts to communicate to today buyers, though. Apple can resolve that difficulty with a strong list of partner devices across different price points and product types to ensure consumers can find a HomeKit product that's right for them.