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00:00DAVID: APPLE IS PRESSING AHEAD TO DEVELOP A SMART HOME DEVICE AND MORE TO AMAZON'S ECHO. HOW IS APPLE GOING TO DIFFERENTIATE ITSELF FROM THE ECHO, WHAT CAN YOU DO DIFFERENTLY HERE? >> APPLE HAS THIS SYSTEM WHERE THERE IS DIFFERENT SMART HOME APPLIANCES LIKE LIGHTS, CURTAINS, OVENS, STUFF IN THE KITCHEN AND APPLE CONTENT INTO THAT SINCE THEY CREATED THE FRAMEWORK. AND ALLOW PEOPLE TO SHOUT AT THEIR ECHO COMPETITOR AND SAY, SIRI, TURN ON THE LIGHTS. THERE IS A LOT OF STUFF THEY CAN DO IN THAT REGARD. BONNIE: IT IS SURPRISING THEY HAVE NOT DONE THAT ALREADY. WHEN THE ECHO CAME OUT IT WAS ALMOST JUMPING THE GUN ON APPLE. APPLE WAS THE FIRST TO GET SERIOUS -- SIRI RIGHT. >> APPLE HAS BEEN WORKING ON THIS INITIATIVE FOR TWO YEARS WHICH PREDATES THE ANNOUNCEMENT AND SHIPPING OF THE ECHO AND ALEXIS SYSTEM. THEY WERE SURPRISED WHEN AMAZON BEAT THEM TO THE PUNCH. THEY WORKED ON SPEAKERS THAT ARE FOR HOME THEATERS AND SET UP A TESTING LAB ON THEIR CAMPUS FOR THIS. THEY ALSO CONSIDERED JAMMING MICROPHONES INSIDE OF THE APPLE PD AND THEY HAVE BEEN WORKING ON THIS INITIATIVE FOR A WHILE. DAVID: AMAZON'S PRODUCT WAS POPULAR, SO SUCCESSFUL. WHAT IS ABOUT THAT THAT MADE IT SO SUCCESSFUL? >> ONE OF THE KEY COMPONENTS OF THE ECHO IS ITS VOICE TECHNOLOGY AND CONVERSATION VOCAL INTERFACE. SIRI HAS STUMBLED ALONG THE WAY, TAKES A WHILE TO LOAD. APPLE NEEDS TO GET SIRI CAN COME OUT WITH THE HARDWARE FOR IT. FUNNY: SHOULD APPLE ABANDONED THE WHOLE IDEA? TECHNOLOGY -- IF APPLE WERE TO MOVE ONTO SOMETHING ELSE MAYBE IT COULD JUMP THE GOMA -- GUN ON AMAZON INSTEAD. >> APPLE PLANS TO BRING SOME UNIQUE FEATURES TO THE TABLE. ONE OF THE THINGS WE HEARD ABOUT -- IS MORE ADVANCED MICROPHONES AND SPEAKERS. THE SPEAKER THE -- THAT CAN FILL UP THE ROOM WITH AUDIO.

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How Apple Plans to Take on Amazon's Echo

Apple is pressing ahead with the development of an Echo-like smart-home device based on the Siri voice assistant, according to people familiar with the matter. Bloomberg's Mark Gurman has more on "Bloomberg Markets." (Source: Bloomberg)

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