I remember when I first saw an iPod Nano with the color screen and the scroll wheel that magically scrolled up and down by just moving your finger around it without actually turning a wheel. It seemed like magic. Same thing when I first saw the iPhone/iPod Touch. Apple's products were very carefully designed and only released when they were perfect, and very rarely failed to wow you.
Amazon on the other hand, always seems to rush things to market and then see what sticks. I understand that this is largely their ethos, but when it comes to Amazon hardware, I've found myself pretty cynical towards it because they've released so much poorly-executed crap over the years. Even with Alexa, I like many others, find that it's pretty much useless for anything beyond playing music or setting a timer.
Having an Echo, I saw this and my first thought was "meh." I have a feeling that if Apple released a similar product category, that wouldn't be the case.