Apple hires new HomePod software head as it takes on Amazon Echo

Apple Inc. has hired a new engineer to lead software efforts for its HomePod smart speaker, aiming to turn the product into a bigger hit.

The iPhone maker is enlisting Afrooz Family to lead the work, according to people with knowledge of the matter. Family worked at Apple from 2012 to 2016 before leaving to co-found audio startup Syng with former Apple industrial designer Christopher Stringer. Family left the startup earlier this year after helping develop the company’s product, the Cell Alpha.

Apple is looking to better challenge smart speakers from Amazon.com Inc. and Alphabet Inc.’s Google Amazon’s Echo device, equipped with the Alexa voice assistant, currently dominates the industry. Users rely on the product to do things like play music, answer questions and set alarms.