in june.unced it it goes right after the amazon ecco -- echo, with better sound.ut potential talk for the next iphone, the 10th anniversary version. there was a great article this week talking about the extents -- extent to which they go to to keep this name a secret. run us through what length these phones go to because it is quite fascinating. >> that is a great question a delegate to some interesting timing on that topic as well. what apple does is the register trademarks for future product names in places like jamaica, and other islands. they do it there because these trademark databases do not have online websites. apple feels like if you want to know the name of the next iphone , you have to fly to spain which reduces the chance of it happening. this leak this past weekend that the file system apple accidentally released for the product. because the product comes out in december it comes after the iphone. so there are a lot of references to that home pod file that apple posted publicly. there is a picture of the iphone 8 and some teases to what will have. th

mark: you saw amazon and google jump in with updates to the ecco line -- echo line, lots of new alexathe echo show, the echo look, part of the same family. it's more of a style guide or your wardrobe. apple last month announced the homepod for $350. now you have all these players in china from tencent, alibaba, samsung trying to jump in. the homepod takes advantage of apple music and siri and homekit and apple's home-based services and other streaming services, where they are trying to make the bulk of their money in the future as hardware sales slow down in some categories. people really want smart speaker's. you see the demand for alexa. if apple does not create their own or these other players don't create their own, people start buying the amazon product. they really like alexa. they say, hey, maybe i should get some more amazon products, prime music, crime video -- prime video. we are starting to see people want to use those devices. if they don't create their own, they risk losing other product lines to other companies. caroline: let's get a vc take now. martin, when you see thi