There's no open API for this, right?

And Siri is ~1-2 years behind Echo/Google Home. Only "innovation" is on aesthetic design.

Apple usually comes in when they know they can do something a lot better than the existing competition, but not recently. Not with Apple Watch & HomePod.

It's now about:

1) Apple has massive distribution 2) They can get a non-step-function revenue increment with that massive distribution, launching new products.

Which makes sense why it's music focused (lock-in with Apple Music)