So this is Apple's entry into sort of the newish smart speaker market. It's pretty late obviously but this is what they've come up with. It's $350 tissue-box-size mesh cylinder that actually has some really excellent hardware. So setting it up is pretty simple. It has that W1 chip inside, so you just get your iPhone somewhere near it, and it shows up on your screen. You name what room it's in and then you set it up in about a minute, like the AirPods did. So that's definitely the Apple advantage for easy pairing and setup of an accessory.