Apple’s HomePod Isn’t the Hot Seller It Wanted

On the topic of music, here's Mark Gurman relaying some data points about how well -- well, how -- HomePod is doing:

During the HomePod’s first 10 weeks of sales, it eked out 10 percent of the smart speaker market, compared with 73 percent for Amazon’s Echo devices and 14 percent for the Google Home, according to Slice Intelligence. Three weeks after the launch, weekly HomePod sales slipped to about 4 percent of the smart speaker category on average, the market research firm says. Inventory is piling up, according to Apple store workers, who say some locations are selling fewer than 10 HomePods a day. Apple declined to comment.

Ouch. This sounds bad, but:

Apple often says it doesn’t strive to sell the most units in any particular category and points to revenue and user experience instead. During the opening pre-order weekend, the HomePod grabbed 72 percent of revenue in the smart speaker category. 

Okay, that's a bit better, but:

But in February and March, its share of revenue slipped to 19 percent, according to Slice Intelligence, compared with 68 percent for Amazon. Google Home and Sonos Ones garnered 8 percent and 5 percent of revenues, respectively. (Slice estimates sales by monitoring credit card data, loyalty card use, e-commerce receipts sent to email inboxes and other information.)

Can we trust such data? I don't know. But it does seem to pass both the smell test, and the all-important annecdotal test: I've been to several Apple Stores since the launch of HomePod; I've yet to see anyone near the device, let alone buying one.

I kid, I kid. But also not really. The Apple Stores I've been in have been packed -- with people hovered around iPhones and MacBooks... I continue to believe that Apple is going to have to re-think their strategy here...


Want to receive more content like this in your inbox?