Amid struggles to make headway in the smart speaker market, Apple has hired a new HomePod software head, according to Bloomberg's Mark Gurman. The company has reportedly brought onboard Afrooz Family, who co-founded the high-end audio startup Syng with former Apple designer Christopher Stringer. Apple's $349 HomePod arrived in 2018 to very mixed reviews, and was discontinued early this year. The company has noticeably failed to compete with smart speaker rivals, particularly Amazon's Alexa-powered Echo devices and Google's Assistant speaker family. Family worked for Apple between 2012 and 2016 and was on the original HomePod team before starting Syng.