These giants are battling over still-emerging fields that are expected to turn into technological gold mines, much the way personal computers and smartphones became moneymaking machines in previous decades.
Apple has announced a new smart speaker device at its Worldwide Developers Conference in San Jose, as well as a new super-powerful iMac and iterative updates to its desktop, laptop and tablet computers.
There's also an update to WatchOS with a new Siri interface and a new Music app for the Apple Watch, and laptops are getting updates, with a new faster 21.5-inch MacBook Air with 4K high resolution that will start at around $1,300, and a new 13-inch MacBook Pro that starts at $1,300.
HomePod is created to work with the Apple Music subscription service and can produce rich sound while tapping into the artificial intelligence power of Siri. When you say "Hey Siri", it starts listening for your command or question.
The HomePod's $US349 retail price translates directly into $466 over here, but expect a slight price premium once you figure in GST and import costs and all the other extra fees we normally pay in Australia. But the product seems directly inspired by existing smart speakers from Amazon and Google.
More than 35 million people in the US are expected to use a voice-activated speaker at least once a month this year, more than doubling from last year, according the research firm eMarketer. It would be Apple's first new product since its smartwatch in 2015. It unveiled the Apple Watch in September 2014.
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Apple (AAPL) finally has a horse in one of the hottest consumer tech categories out there.
Apple also says it'll be easy to pair with your Apple devices, just like it is with the Apple AirPods due to the W1 chip and support multi-room audio - a feature we greatly appreciated in this year's Beats headphones line-up.
While Apple may hope that people buy into the idea of HomePod serving a different, more musical goal than its Amazon and Google rivals, people really like using their speakers for services beyond listening to music. Apple said all communications are encrypted.
Apple had plenty of other announcements.
CEO Tim Cook kicked off Apple's annual conference for software programmers on Monday. Apple said that makes the Mac a great platform for development virtual-reality "experiences". It will allow users to automatically block auto-play videos by detecting videos that shouldn't be playing when you open a webpage to read an article, for example.
However, people in the know have told Reuters Apple won't go in full charge trying to make everything voice-powered like Amazon, but will instead focus on perfecting a few new features that work well, test them, then roll out more. Apple also laid some groundwork for augmented reality, the projection of digital features onto real-world surroundings, by giving app developers tools for incorporating AR into their products.