Apple Unveils New Smart Home Devices - HomeView Priced from $299

On Tuesday, Apple unveiled a new lineup of smart home devices. Among them is HomeView — an iPad-like device designed for wall mounting or desktop placement, which will use the company's AI-enhanced Siri virtual assistant. The device starts at $299, with shipping set to begin next month.

HomeView is another attempt by Apple to secure a stronger position in the competitive smart home market. The device will feature a 7-inch display and facial recognition functionality. Through it, users will be able to control smart doorbells, thermostats, locks and other connected home devices.

With the launch of these new products, Apple is seeking to compete with both traditional rivals and new companies operating in the AI space. Amazon has been developing its Echo smart speakers and Ring video doorbells for years, while companies like OpenAI are also reportedly considering entering the hardware market.

Meanwhile, investors view growth in Apple's hardware sales as an additional revenue source amid regulatory pressure facing the company's services business.

Siri and AI — the key competitive advantage?

Apple improved Siri's capabilities this summer with Google's help, though analysts question whether the assistant will be able to attract users in an already crowded smart home market.

According to Paolo Pescatore, an analyst at PP Foresight, Apple needs to demonstrate that AI can deliver real value to users — by simplifying everyday tasks and creating a smarter home management experience.

He notes that Apple's large user base gives it an advantage, but the success of new features will ultimately depend on their reliability, trust in security, and ease of use. The mere presence of AI will not be enough to convince consumers.

The rollout of the new devices also coincides with growing concerns about the cybersecurity of connected hardware. Refrigerators, smart TVs and other network-connected devices are becoming potential targets for hacking attacks.

HomePod and Apple TV updates

Alongside HomeView, Apple also updated its HomePod smart speakers and Apple TV devices. The company additionally introduced accessories, including video doorbells, cameras and thermostats, developed in partnership with LG and Schneider Electric.

According to Ben Wood, co-founder of CCS Insight, what's notable about these partnerships is Apple's collaboration with outside manufacturers, since the company typically prefers to maintain control over its own hardware. However, he says the collaboration is close enough that the devices' design, engineering and user experience meet Apple's standards.

During the HomeView presentation, the company demonstrated how Siri can process voice requests from several family members simultaneously.

However, the device will not be sold in the European Union. According to Apple, this is because Siri's AI features are not yet available in the region due to EU regulations.

Apple launched its Home app for managing smart devices in 2016, and HomePod speakers hit the market in 2018. Despite this, the company continues to face competition from Alphabet's Google Home and Amazon's Echo products. One of the main challenges for Apple remains compatibility with hardware from different manufacturers, along with Siri's limited ability to provide useful responses.

In terms of pricing, HomeView's $299 exceeds the $199.99 price of the Amazon Echo Show 8 and the $99.99 price of the Google Nest Hub.

The new Apple TV 4K is also priced at $299 — twice the price of its predecessor. This puts it in the same price range as the Nvidia Shield TV Pro, while alternatives from Amazon, Google and Roku are priced at $200 or less.

Following the launch of the new products, Apple's shares rose slightly in Tuesday's trading.