Apple announced on Tuesday the launch of a new home hub named HomeView.
Apple stated that this device, equipped with a 7-inch screen, can be mounted on a wall or placed on a desktop. It is designed for use by multiple people in the family and will recognize users through facial recognition to display relevant information. The product has a starting price of $299 and will be available for shipment on November 13th.
The press conference on Tuesday was the second event for the new Chief Executive Officer, John Ternus, since taking office. Ternus replaced Tim Cook in September. Last month, Apple released new models of its most important product, iPhone, which included a foldable screen model named Duo, with a retail price of nearly $2,000.
On Tuesday, Apple also released new Apple TV and HomePod hardware. The new Apple TV 4K model is priced at $299 and comes with a redesigned remote control that can emit sound if lost. The HomePod and mini speakers have been introduced in new color options, with a price increase from the previous $129 to $149.
The products released on Tuesday are not as important to Apple as iPhone; investors are still concerned about the sales of iPhone, but these accessories are positioned by Apple as a platform to showcase the new Siri features launched last month.
Apple states that HomeView equipped with Siri AI can answer a wide range of questions. Users can converse with Siri, and the conversation can continue on iPhone or iPad. It comes with a built-in speaker that can be used to play music.
Apple's Chief Marketing Officer Greg Joswiak stated in a statement: "It can recognize your face, switch the family shared screen to your personal experience, provide excellent sound effects, keep you connected with the people who matter most through FaceTime, and make smart home control easy."
Apple stated that HomeView will display information from applications Messages, Photos, Calendar, and Reminders based on the user's identity, with the help of Apple Intelligence. It can also be used to make calls to FaceTime numbers and serves as a digital photo frame. The device is equipped with a Apple A18 chip and supports up to six users.
Apple TV, HomePod, and HomeView are classified under Apple's Wearables, Home, and, and Accessories categories. This category achieved sales of $7.88 billion in the most recent quarter ending June, accounting for approximately 7% of the company's total revenue. This category also includes wireless headphones such as AirPods and Apple Watch.
However, although Apple has also been involved in home products and platforms in the past, the announcement on Tuesday indicates that under the leadership of Ternus, Apple is giving higher priority to its home products.
Apple stated on Tuesday that new products, including HomeView, can serve as the hub of smart home systems, coordinating notifications and operations within the home, and can be used in conjunction with a range of products such as LG Electronics and Schneider Electric's newly launched door locks, doorbells, and cameras.
The integration of Apple with smart home technology is not only about sales, but also helps to further lock customers within its own ecosystem. People who use multiple Apple products and have established connections are less likely to switch to Android phones.
Apple stated that HomeView can also serve as a smart home control panel, used to view camera footage, adjust thermostats, or lock connected door locks at home.
Apple claims that users only need to tap once on their own iPhone to set up new smart home devices.
The release on Tuesday demonstrated Apple's confidence in launching new product categories. However, the broader consumer electronics industry has been affected by shortages of memory and storage components, which have led to price increases and a deterioration in demand. Meanwhile, it is reported that the new head Ternus has been pushing the company to accelerate its product release schedule.
Apple has raised the price of its new Apple TV 4K model from $199 to $299, following similar price increases earlier this year; previously, Cook stated that Apple's memory costs had become unsustainable.
