Apple is finally getting ready to compete in the smart home market, after falling behind Amazon and Google. The Cupertino company has decided to meet this challenge with a multifaceted and ambitious strategy, which includes the development of a new operating platform called homeOS, high-end robotic devices for the home, and smart displays. This is all told by Mark Gurman in his weekly report for Bloomberg.
For years, Apple has been the undisputed leader in personal devices: our pockets, wrists, backpacks, and desktops have been the company's natural territory. However, Apple has struggled to replicate this success in other key areas, such as vehicles and the smart home. The car project, which resulted in a significant loss before being canceled, and the limited success of the Vision Pro, indicate that Apple still faces significant challenges in these domains. In the case of the smart home, products such as the HomePod speaker and Apple TV have had a mixed reception, lagging behind those of Google or Amazon .
Aware of these limitations, Apple is now taking a more strategic approach to conquer the smart home. This strategy includes a shift towards greater interoperability, overcoming the limitations of its closed ecosystem that had historically limited its ability to compete in this space. Apple has collaborated in the development of the Matter protocol, which enables interoperability between Apple, Amazon and Google devices, laying the groundwork for greater integration in the smart home. In addition, Apple is looking to consolidate its Apple Intelligence platform, which will enable advanced device automation and control capabilities.
HomeOS
One of the pillars of this new strategy is the development of homeOS, an operating system dedicated to the smart home. HomeOS will be based on the foundation of tvOS, the Apple TV operating system, and will be integrated as a fundamental part of the connected home experience. In line with this, Apple has redesigned the Home app to offer a better user experience when managing connected devices.
Upcoming products include an affordable smart display that will allow users to consume Apple TV+ content, make FaceTime calls, browse the web, and access apps such as Calendar and Notes. This iPad-like device will be intended to be distributed in various rooms of the home, analogous to the current use of the HomePod mini.
Likewise, Apple is working on a home robotic device with an estimated price tag of around $1,000. This device will be designed for home security monitoring, advanced video conferencing and media playback with high-quality sound. The display will be mounted on a rotating robotic arm, providing significant differentiation from competing products.
Apple Intelligence
Another essential component in Apple's smart home strategy is the implementation of artificial intelligence (AI). With the Apple Intelligence platform, the company seeks to offer advanced home automation and precise control of apps, devices and media. This platform will include the App Intents system, which will allow the Siri assistant to control internal app functions in a more sophisticated way.
AI will also play a crucial role in the user experience of new home devices. The robotic tabletop device will employ AI to understand its environment, detecting who is looking at the screen, the actions performed and the identity of the speaker. These capabilities will enable a personalized experience that could position this product as the first designed from the ground up to exploit the full capabilities of Apple Intelligence.
Apple has already taken some steps in the direction of this future. Visual Intelligence technology , introduced with the iPhone 16s, allows the device's camera to detect and recognize objects in the environment, providing information in a manner similar to Google Lens. These capabilities are expected to extend to other devices such as smart glasses and camera-enabled AirPods that could launch in 2027. The glasses, similar to the Meta Ray-Ban, would feature cameras, speakers and microphones, and would be fully integrated into the Apple ecosystem, powering all visual intelligence functions.
The smart home
The smart home market presents challenges and failures for Apple. On the home side, it has not had the desired impact. The first HomePod, launched in 2018, proved to be an expensive device with few innovative features, leading to its discontinuation. However, the cheaper version launched in 2020, the HomePod mini, got a more favorable reception. In turn, Apple TV, while it has a loyal user base, does not offer a notable advantage over alternatives.
However, Apple's competitors have also failed to achieve clear dominance in this market. Amazon, with its Echo speakers, had a promising start, but its progress has slowed significantly in recent years. In addition, other attempts by Amazon, such as the rolling robot for the home, failed to capture the public's attention. This leaves an open space for those from Cupertino.