Apple Inc. is looking to strengthen its position in the home automation market, focusing on the advancement of its AI-powered Siri assistant. The new device costs $299 and will not be available in the European Union for now, Reuters reported on Wednesday. Apple on Tuesday unveiled a series of new products, including HomeView, an iPad-like device that aims to simplify control of home appliances through artificial intelligence. The new device, which will cost $299 and is expected to ship to consumers next month, represents the company’s latest attempt to gain a bigger share of a market where rivals Amazon and Google already have a consolidated presence.
HomeView has a seven-inch display and facial recognition technology. It is designed to be placed on a wall or on a table and will allow users to control various devices, including doorbells, thermostats and smart locks. At the heart of the user experience is the virtual assistant Siri, whose capabilities Apple has improved with the help of Google.
The device is intended to serve as an assistant that can process voice requests from multiple family members. The launch of HomeView comes at a time when Apple is facing stiff competition from companies that have been investing in connected devices for years. At the same time, new artificial intelligence companies, including OpenAI, are showing ambitions to enter the market for physical devices. Apple has been working for more than a decade to expand its presence in this sector. The Home app was introduced in 2016, while the HomePod smart speaker was launched in 2018. However, the company has not yet managed to have the same impact as rivals in this market.
One of the main challenges remains compatibility with devices from different manufacturers, as well as Siri’s ability to provide useful answers and perform more complex tasks. Melissa Otto, research director at Visible Alpha Research, estimates that Apple’s services revenue is expected to grow by 12 percent in 2027, reaching $138 billion.
HomeView will not be sold in the European Union for now, as Siri’s artificial intelligence features are not available, according to Apple, due to European regulations. Another concern is cybersecurity. The proliferation of internet-connected devices, from smart TVs to refrigerators and security systems, has raised concerns about their vulnerability to attacks by hackers.