Apple has rolled out four new ads for HomePod after finally kicking off pre-orders on Friday. Each is just 15 seconds long and focuses on sound quality rather than Siri. Apple clearly has no intention of fighting more affordable smart speakers.

HomePod makes its official debut on February 9. Its $349 price tag may seem excessive to some Apple fans — and it is if you want a speaker that answers questions and controls your living room lights. But that’s not what HomePod was designed for.

HomePod is all about audio

Siri integration will let you do smart things, but HomePod was built to be a groundbreaking speaker first and foremost. It packs cutting-edge technology that you won’t find anywhere else — at least not in this price range. Audiophiles can’t get enough of it.

Apple wants to showcase the audio experience above anything else. That’s why HomePod’s first four ads — titled Bass, Beat, Distortion, and Equalizer — are all focused on sound. There’s no mention of Siri or what you might use the virtual assistant for.

Siri is what you’ll use to control HomePod. There are some touch-sensitive buttons for controlling volume and media playback, but you’ll need to ask Siri to play certain tracks, albums, playlists, and radio stations.

You can ask it to answer questions, create reminders, and control your HomeKit devices, too — but that’s an added bonus. HomePod isn’t here to compete with the Amazon Echo and the Google Home Max.

Somewhat surprisingly, you can still order HomePod for launch day delivery on February 9 if you live in the U.S., the U.K., or Australia.