That's because it's a couple years late due to Siri. Rumor says they've had this ready to go, but weren't going to ship it until they had a Siri that was half functional.

And Amazon have effectively left it because they couldn't work out a way to turn all those purchases into a stream of shopping purchases on Amazon.com. And in the intervening years they've enshittified those devices by becoming increasingly intrusive with adds and "did you know..." interjections to try and squeeze whatever engagement they can.

Apple doesn't typically have the same incentives. It could turn out to be the perfect timing to fill the vacuum Amazon is leaving.

Okay... they "entered" it but is it a solved market segment and no one wants something better? What's your point?