“If Apple or Google want to come call, my phone number is out there. They can call,” David Limp remarked to CNBC. “I hope there is a day when that happens. I don’t know if I can envision it, but I hope it happens, on behalf of customers.”

Currently the Echo line uses Amazon’s Alexa assistant, which has been popular enough to spread to other devices, including third-party offerings like phones and thermostats. It in fact spawned the entire “smartspeaker” product category —Amazon’s main competition being the Google Home, and Apple’s newly-announced HomePod, coming in December. Microsoft is meanwhile working with partners on Cortana-enabled speakers.

While Google has been eager to put Assistant on third-party hardware, Apple has so far reserved Siri exclusively for its own products. It’s therefore unlikely that Siri will appear on an Echo anytime soon.

The HomePod takes a different tack than most smartspeakers, concentrating on high-end audio with features like seven tweeters, a subwoofer, and beamforming for vocals. It will also sell for a much higher pricetag —$349, about $169 more than the standard Echo, and $220 more than the Google Home. An Echo Dot is just $49.99, though it requires existing speakers for quality sound.

HomePod owners will also be able to use the speaker as a hub for HomeKit devices, enabling control away from home. At the moment, only iPads and the Apple TV can serve as hubs.