Apple Is Taking on Amazon and Google in the Smart Home With a $299 Siri AI Device. Is HomeView the First Big Win for New CEO John Ternus?

Apple unveiled a series of new smart home devices on Tuesday, showcasing an upgraded version of its virtual assistant, Siri, designed to be more conversational and capable. The centerpiece of the new lineup is the HomeView, an iPad-like device that serves as a hub for multiple smart home gadgets. Priced at $299, the HomeView will begin shipping next month and features a 7-inch screen with face recognition capabilities.

This device will enable users to control various smart home elements such as doorbells, thermostats, and smart locks in a market where Apple has struggled to make significant inroads over the past decade.

Alongside the HomeView, Apple introduced updates to its HomePod smart speaker and Apple TV devices. The company also presented a range of accessories, including doorbells, cameras, and thermostats, manufactured by LG and Schneider Electric. These accessories are designed in collaboration with Apple and can be managed through the Apple Home app, which serves as a central control center for all compatible devices.

Importantly, these new products will not be available in the European Union due to Siri's unavailability in the region, as dictated by EU regulations.

Apple's reimagined Siri AI plays a pivotal role in the new HomeView device. The company claims that the upgraded Siri, powered by Apple Intelligence, is more conversational and context-aware, utilizing personal data from apps like Messages and Calendar to deliver more relevant responses. Apple emphasizes that this version of Siri will maintain user privacy and security while providing useful assistance.

The launch of these products comes as Apple seeks to counter competition from established rivals like Amazon, which has heavily invested in its Echo speakers and Ring doorbells, as well as newer AI-focused startups like OpenAI, which have begun exploring hardware opportunities.