As the smart speaker scene starts to get more crowded, companies will definitely need to come up with new ways to entice customers, and it looks like Apple is definitely sparing no expense as they have hired director Spike Jonze to direct an ad for its newly-launched HomePod speakers.

The end result is a music video-like ad that in some way reminds us of Fatboy Slim’s “Praise You”, which interestingly enough was also directed by Spike Jonze alongside Roman Coppola. This isn’t necessarily a bad thing as it does make for a very entertaining video, so if you have a few minutes to spare you’ll definitely want to check it out above.

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At the moment it is unclear as to how well the HomePod is selling. Early figures have estimated that the HomePod commands about 3% of the smart speaker market, with Amazon and Google very clearly dominating the rest. However an earlier report suggested that HomePod pre-orders on day one have beaten out most of the competition save for the Amazon Echo, but we’ll have to wait and see in the long run how well the speakers fare.

Let’s not forget that Samsung is also working on their own smart speaker powered by Bixby which is due later this year, so it will be interesting to see whether or not it will present itself as a serious competitor to the other speakers in the market today.

Filed in Apple >Gadgets. Read more about Entertainment, HomePod, Music, Siri and Speakers.

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