![]() In the end, the company plowed ahead, figuring that creating a speaker would give customers another reason to stay loyal. The project was cancelled and revived several times, they said, and the device went through multiple permutations (at one point it stood 3 feet tall) as executives struggled to figure out how it would fit into the home and Apple’s ecosystem of products and services. Meanwhile, Apple dithered over its own speaker, according to people familiar with the situation. ![]() In that time Amazon’s Echo became a hit with consumers impressed by Alexa’s ability to answer questions, order pizzas and turn lights on and off.
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