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This is a completely different kettle of fish. Google and Amazon have better voice assistants and PLENTY of content to offer. This is an extension of a totally dominant ecosystem in mac, iPhone and IPadOS. The question is whether all of these companies including Apple can get us to stick stuff...

Think of the iPad but an even bigger "why do I need this?" gap to bridge. This is Apple playing the long game. IMO this will be in glasses in 5-10 generations, contacts in 20 and completely normal after that.