I'm generally not an Apple person, so take my opinion with a grain of salt, but I'm just that not that excited for anything they are doing. It feels way behind Google Home and Amazon.
Between Apple, Google, Amazon, and Microsoft - Apple is the only one I would invite into my home to listen to my activities. Perhaps it's just marketing, but the other three have not done anything to earn my trust. Apple at least appears to be concerned about my privacy.
Microsoft will never, ever have a live mic in my home. I have done everything I can find to neuter any background listening my Win10 PC can do.
Apple wins on the privacy front, but they have neither the broad knowledge available that Google does nor the 2 years of experience that Amazon does.
Oh, plus free upgrade to 4K version of things I've bought? Awesome, that is the dream of buying online media... I once ripped my 300 movie DVD collection and couldn't be bothered to upgrade or redo anything in blu-ray. The free upgrade was truly a best case scenario for me, and I was excited to hear about that.