Reading between the lines of how Apple's been handling the "smart home" business, they've been focusing on privacy and security relative to competitors, but it's been holding them back.
I think the market has kind of shown that privacy (e.g. devices that aren't streaming to / dependent on the cloud) and security have not been primary concerns of the people who buy smart home devices, but solving those problems better may be key to enlarging the "smart home" market to include normal people.
[1] https://www.computerworld.com/article/3446197/why-we-need-ap...
While all using the same transport layer they can continue to utilize different “brain” strategies.
Apple’s “brain” has always been in your home where your data belongs and should stay. Google started with the cloud but is moving towards the same model.
On the other hand Amazon seems to have no qualms slurping everything out of your home to their servers and no plans to change.
The more you know.