for the voice assistant to capitalize on high use in that segment. That could point to a similar focus for its earbuds, but it seems unlikely given the positioning of the device within the Surface family.
Surface earbuds could offer a range of features to entice users, but Microsoft lacks a mobile ecosystem to bring them into. Based on what's already included in the company's Surface headphones, it appears likely that its earbuds could feature some degree of noise cancellation, one-touch or no-touch Cortana integration, and a feature to make reading and consuming content on mobile devices easier.
But Apple's Siri was the most preferred option among the leading mobile voice assistants, trailed by Alexa and then Google Assistant, with others — including Cortana and Samsung's Bixby — far behind. Even if there is appetite for these sorts of devices as consumer accessories, all of the caveats and limitations that apply to Amazon and its lack of mobile presence also apply to Microsoft, and the latter also lacks the smart home ecosystem that Amazon has developed.
Our exclusive data indicates that the AI-powered earbud market is oriented around mobile or home ecosystem builders, and Microsoft doesn't fit that bill.1. Sign up for the IoT Briefing to get it delivered to your inbox 3x a week. >>pass to Business Insider Intelligence and gain immediate access to the IoT Briefing, plus more than 250 other expertly researched reports.