Business Insider dissects the contrasting strategies Apple and Microsoft, and Google and Amazon, are taking with the smart home:

Microsoft and Apple see the television as the most desired real estate in the home. And if people want a voice-powered home assistant that can control their connected home appliances, that’s where they will deliver it….

With the Amazon Echo and the recently announced Google Home assistant, these relatively newer companies are betting on something a little more ambient — a gadget that is always on and standing by, unlike a television, and that can be comfortably stashed anywhere with a power outlet.

Source: Apple TV vs. Microsoft Xbox One – Business Insider