Tim Cook, Apple's CEO, confirmed that Amazon Prime Video for Apple TV will roll out "later this year", which is also around the time the company plans to release more information about tvOS.
Fortunately, the company used WWDC 2017 to reveal the product.
Apple also announced expanded support for virtual and augmented reality, new machine learning tools, new versions of MacOS and iOS and more.
The conference starts Monday in San Jose, California.
SAN JOSE, Calif. (AP) Apple is hoping a new smart home speaker will strike a chord with music lovers the latest test of the iPhone maker's ability to redefine markets originally staked out by its rivals.
"Though Apple appears to be playing catch up with Amazon and Google, the primary casualty here may be Sonos".
HomePod will cost consumers $349.
Amazon and Google's smart speakers play a supporting role in the companies' larger business strategies.
HomePod includes Siri voice integration and will function as a "home assistant", according to Schiller. The speaker is really "smart" that it will acquaint the room, in which it is placed; by which, it will automatically produce the best audio output according to the size and other features of the room. As it's powered by Siri, it is still possible to have random questions answered.More news: "Wonder Woman" soars at box office with $11 million opening
"HomePod" will be available starting in December, initially in Australia, Britain and the US. This is Apple's long-awaited competitor to Amazon's popular Echo speaker.
The Echo, released in 2015, and Google Home, released previous year, were the first entrants in a promising market.
"There is so much momentum building around these speakers that it would be hard for Apple not to come out with one", said industry analyst Patrick Moorhead of Moor Insights & Strategy.
Apple still does not have its own VR headset to announce yet, but that does not mean the company is ignoring one of today's hottest tech trends.
That leaves Apple. Although it was the first smartphone maker to come out with a digital assistant when Siri debuted in 2011, it hasn't had a stand-alone assistant. The company hopes that making a speaker that does a great job of playing music and podcasts will be sufficient to earn it a loyal customer base.
"Apple reinvented portable music with iPod and now HomePod will reinvent how we enjoy music wirelessly throughout our homes", said Philip Schiller, Apple's senior vice president of Worldwide Marketing. However, Siri has been slow to improve its voice-recognition technology and set of responses, especially compared with the more capable Alexa and Google Assistant.
Trusted Apple analyst, Ming-Chi Kuo, has given a "more than fifty percent chance" of Apple unveiling a Siri speaker - and he was right!
The speaker is one device on a list of things that Apple could unveil.
Apple had plenty of other announcements.