Apple Inc. (NASDAQ:AAPL) And Microsoft Corporation (NASDAQ:MSFT) Align As Amazon.com, Inc. (NASDAQ:AMZN) Takes Different Direction

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Apple Inc. (NASDAQ:AAPL) and Microsoft Corporation (NASDAQ:MSFT) have both been on a mission to bring the computer into the living room but last year the two firms seem to have done just that.

Apple managed to include App Store support in the latest version of Apple TV while Microsoft managed to launch a Windows 10 version for the Xbox One. The two devices have been products that the two firms have each been working on to change living room entertainment. Apple’s latest announcement on the matter is that it will release an Apple TV update that will allow integration with its digital assistant known as Siri. The update will allow Apple TV to have functions that are similar with those provided by Amazon.com, Inc. (NASDAQ:AMZN) through its digital assistant known as Alexa through the Amazon Echo.

Microsoft also announced that it plans to release an update that will feature the integration of Cortana into the Xbox One. This means that both Apple and Microsoft are adopting similar strategies, and they both believe that the TV should be the main point of focus for the living room. It is, therefore, an optimal place to launch a voice-powered digital assistant that can control appliances in the home.

Amazon has taken a different approach, where instead of focusing on TV, it has concentrated on Alexa-powered audio speakers including the latest gadget which is the Echo Dot which is considerably smaller than the initial Amazon Echo. Alphabet Inc (NASDAQ:GOOGL) also seems to be taking a similar direction to that of Amazon with its Google Home assistant.

Microsoft and Apple both started out with a focus on personal computers, and they both have robust investments in software developer echo systems that enhance the capabilities of devices that have screens. Google and Amazon both have a strong foothold in online services. Amazon and Google are also betting on spreading intelligence anywhere in the living room without the need for a screen.

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