John Franklin, associate partner at OC&C Strategy Consultants, sheds some light on the smart speaker market and what to expect going forward.

Franklin says according to a new survey done by OC&C, a surprising number of consumers already have smart speakers. But only 39% of those users trust the personalized selection of shopping choices provided by Amazon or Google.

Franklin notes Google and Amazon are becoming more and more clever with marketing and the use of A.I. He believes this is one area where Apple will be playing catch up for a while.