Apple’s iPhones and Google’s Android devices come with their own digital assistants in the form of Siri and Google Assistant. One of the advantages of having a native digital assistant is that it is deeply integrated into the operating system, allowing them to do things that third-party digital assistants can’t.

However, it seems that Amazon’s Alexa will soon start to creep into more iOS and Android apps as Amazon has announced what they are calling Alexa for Apps. This is a new feature that is currently in preview and basically what it does is that it allows Alexa more access to iOS and Android apps, where users who prefer using Alexa can now launch and control these apps to a certain extent.