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Why Amazon's Echo Buyers Also Purchase Apple iPhones

Buyers of Amazon.com's (AMZN) voice-activated "Echo" home automation device are also likely to own Apple's (AAPL) iPhone and other Apple products, a consumer research firm said Wednesday.

X Amazon has sold 15 million Echo home speaker systems, by far leading Google Home, a report from Consumer Intelligence Research Partners says. Alphabet's (GOOGL) Google is expected to roll out new Pixel-branded smartphones and a smaller version of the Home smart speaker on Wednesday.

"It's still early. Even though Amazon has sold 15 million Echo devices, Apple has an installed base of over 140 million iPhones in the U.S., so Echo hasn't penetrated deeply into the iPhone ownership group," Joshua Lowitz, CIRP analyst, said in the report. "Yet, this initial data suggests that Amazon has gained a meaningful foothold among Apple's U.S. customer base."

CIRP says 55% of Echo owners have an iPhone, while 49% have an iPad.

"Amazon has sold Echo to a broader mix of users, including iOS, Android, and Amazon Fire (tablet) owners, with a clear presence among iPhone and iPad owners," added Lowitz.

Amazon stock closed up 0.9% at 965.45 on the stock market today. Amazon stock has formed a flat base with a 1,083.41 buy point.


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Amazon recently forged an alliance with Microsoft (MSFT), which could give Echo sales a boost.

Amazon plans to integrate the Echo line, which features its Alexa digital assistant, with Microsoft's Cortana digital assistant. Both Alexa and Cortana use artificial intelligence to search the internet and answer questions.

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