At the end of November, Amazon announced on its blog that Apple Music would be coming to Echo devices the week of December 17th. The music streaming service showed up on Echos a little earlier than expected last Friday, December 14th.
Today, Apple began promoting Apple Music’s availability on Echo devices through three different channels. The Echo integration first appeared on the App Store, which gave the Alexa app top billing in a Today tab story that highlights the new feature. Apple is also promoting the Echo integration on the Apple Music features page of its website along with other third-party devices like PCs, Android devices, and Sonos music players. Finally, late in the day US time, the Apple Music app began delivering push notifications highlighting the Echo feature.1
Amazon’s Echo devices aren’t the first third-party hardware to get Apple Music support as the Apple Music website demonstrates, but it is unusual for Apple to promote another company’s hardware alongside Apple Music to this degree. It’s also surprising because, in the two weeks that followed Amazon’s announcement, Apple said nothing. Nor did it acknowledge the change four days ago when the Alexa app was updated.
I wouldn't be surprised if promoting the Echo was part of a bigger deal that got Apple products back on Amazon shelves in early November. Whether or not that’s the case, it’s still interesting to see Apple, which offers the competing HomePod, put so much promotional weight behind Amazon’s smart home speaker.
- I’m not a fan of promotional push notifications like these, which violate App Review Guideline 4.5.4 against using push notifications for advertising and promotional purposes. Unfortunately, that’s a rule that Apple has violated itself before and one that it has never meaningfully enforced against third parties. ↩︎