How Amazon Is Winning the Future From Apple and Google

NEWS ANALYSIS: The No. 1 user interface in five years will be the intelligent personal assistant. And Amazon is way ahead.

Amazon Echo

I carry an iPhone in my pocket all the time. And on that phone I have enabled two intelligent personal assistants (IPAs): Apple's Siri and Google Now.

Each has advantages. Siri is quicker to get to, as it's better integrated into the iPhone. A long press on the phone's home button or center button on the earbuds, and Siri is prompted to await my commands. Siri results are often pretty good, and the IPA has a simulated personality—cracking jokes and sometimes saying surprising things.

Google Now requires that I open the Google app. But once there, it provides pre-emptive results. By scanning my Gmail and other personal and public data, it can tell me when to leave the house for my trip to the airport, given current traffic conditions.

Given the power and benefits of Siri and Google Now, which do I choose? There's no question: Amazon's Alexa—at least when I'm at home.

(I'll also soon have two more powerful options: Facebook's M and Microsoft's Cortana for iOS, both of which are in beta and expected to be released in the months ahead. And when these are released, I expect to continue favoring Alexa for the same reasons I do now.)

Why Alexa Is Way Better Than Siri and Google Now

The Alexa IPA is a cloud-based platform that you interact with from a dedicated hardware appliance called the Amazon Echo, which costs $179.99 and can be purchased at, ABT, BJ's, Brookstone, Fred Meyer, Fry's, HH Gregg, Home Depot, P.C. Richard & Son, Radio Shack, RC Willey, Sears and Staples.

That's why Alexa is better than both Siri and Google Now—because it lives in a dedicated hardware appliance, not an app.

The Amazon Echo is a black cylinder about the size of a bottle of wine, but not as tall. While the insides are mostly speaker components, the sound Echo produces isn't quite as good as, say, a Sonos speaker. But the sound is much better than any smartphone can produce, and it's louder. The Echo also has a microphone, WiFi electronics and other components.

You simply plug the Echo in and forget about it. When you want information or audio entertainment, or to set a timer or alarm, you say, "Alexa," which wakes up the Echo and prompts for your command.

I use Siri maybe once a week, but only when I'm out of the house. And I pretty much stopped using Google Now. But I use Alexa and the Echo at least 30 times a day.


For starters, when I'm at home I often have my phone in my pocket and my hands are full. I'm cooking, doing the dishes, cleaning up and other things. It's super easy to get info by simply talking.

I use Alexa as my alarm clock, kitchen timer and music player. I just say, "Alexa: Play Pandora," and the Echo shuffles music from my Pandora account. I can even ask her to thumbs up or thumbs down a song, and she responds that my rating has been recorded. Or, I can specify an artist and Amazon will stream Prime Music. And since Alexa supports multiple music and podcast services and I'm a huge fan of podcasts, including my own, I also tell Alexa to play specific podcasts.

I get the weather, sports and news as well. I can say, "What's the weather?" or "Who won the Steelers game?" and Alexa tells me. For the news, I just say, "Alexa: What's happening?" and the Echo streams NPR news.

And when I ask her to read my audio books, she always knows where I left off previously.

Alexa now has integrations with Automatic, so I can ask Alexa where my car is or how much gas I have in the tank.

Integration with Google Calendar means I can find out which meetings I have coming up.

A Yelp integration gives me information about a business's hours or about local restaurants. I ask, "What are Lowe's hours?" and she'll instantly provide the answer.

And that's not everything Alexa can do. For example, if you're into home automation, you can probably use Alexa as the interface. She supports SmartThings, Insteon, WeMo, Hue and Wink devices.

In fact, I can do a gazillion things with Alexa via a recently enabled IFTTT integration.

I'm barely scratching the surface here. The point is that the Amazon Echo model—the home appliance that you talk to and get a fast response with a loud, clear, high-quality, pleasant voice—is the inevitable future of human-machine interaction in the home.

Why Are Apple and Google Letting Amazon Own the Future?

To me, the most confusing question in technology is: Why are Apple and Google handing Amazon a monopoly on the future of computing?

But wait, you say. Way more people have Siri and Google Now than Alexa.

Sure, everyone with an iOS device has Siri. And everyone with the Google app, browser or Android operating system has access to Google Now.