I don't even really use any other Apple products, and have never really been particularly comfortable with smart assistants, but I have to say that the steps that they've taken here with E2E, non-AppleID-tied identifiers, on-device computation, and of course the really good price point have got me seriously considering a purchase from them for the first time in a long time.
For my family members that already have Apple products for their tablet, phone, etc., but have either Amazon Echo or Google Home smart assistants, I'm definitely looking that these as an option for holiday presents.
For my family members that already have Apple products for their tablet, phone, etc., but have either Amazon Echo or Google Home smart assistants, I'm definitely looking that these as an option for holiday presents.