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Will Apple’s Siri Shortcuts Threaten Google Assistant and Alexa?

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Smart speaker market

Alphabet (GOOGL) and Amazon (AMZN) are dominating the smart speaker market with their voice-activated offering Google Assistant and Alexa, respectively. However, other players like Apple’s (AAPL) Siri and Microsoft’s (MSFT) Cortana are also gaining momentum in the smart speakers market. Samsung (SSNLF) also launched its smart speakers in 2018.

While Alexa is available on 100 million devices, Google Assistant lets users interact on 1 billion speakers and smartphones. Though Apple’s Siri is available on 500 million devices, it is not available on many apps and devices like Google Assistant and Alexa are. Therefore, Apple is pushing its Siri Shortcuts integration to other developers to grow in the smart home space.

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Apple’s Siri is growing with Shortcuts

Apple has started integrating thousands of apps with Siri Shortcuts to give Siri a boost. As a result, the iPhone maker’s Shortcuts will be available on apps including Airbnb, American Airlines (AAL), and diabetes monitor Dexcom, to name a few. Also, the integration of Siri Shortcuts with more apps is expected to make Apple’s HomePod more appealing.

According to Statista, Apple had a 4.1% share in the global smart speaker market at the end of Q4 2018. Meanwhile, Amazon had a 35.5% share, and Google had a 30% share during the same period. However, according to eMarketer, the market share of Amazon’s Echo devices could drop in 2019 in the US smart speaker market to 63.3%, down from 66.6% in 2018. In comparison, Google Home’s share is expected to increase to 31.0% in 2019 from 29.5% in 2018. Other players including Sonos One and Apple HomePod are expected to grab a 12.0% market share in 2019, up from 8.3% in 2018.

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