Apple is reportedly preparing to enter the competitive smart home device market with a revolutionary AI-powered wall-mounted tablet as early as March 2024. According to Bloomberg, the tech giant is developing a secret project code-named J490 that will leverage its Apple Intelligence software to serve as a comprehensive home control center.
The innovative touchscreen tablet will be voice-operated and designed to handle multiple functions including FaceTime video calls and smart home appliance control. Bloomberg reports that the device resembles a square iPad and represents Apple’s strategic move to compete with established players like Google and Amazon, who have dominated the smart home market for years.
Key features of the upcoming device include:
- Access to Apple apps and Apple Music
- Integration with Siri for voice commands
- Intercom system functionality
- Advanced sensing technology to detect user proximity and number of people nearby
- Primary voice-based interaction model
The device’s pricing strategy marks a significant departure from competitors, with Bloomberg suggesting a price tag of up to $1,000—substantially higher than competing devices like the Amazon Echo ($100-$230) and Google Nest Hub models. This premium positioning aligns with Apple’s traditional brand strategy but may present challenges in market penetration.
Apple has not officially confirmed the project, and the company did not immediately respond to Business Insider’s request for comment. However, rumors of Apple’s smart home ambitions have circulated since early 2024, suggesting sustained development efforts.
The launch would follow Apple’s characteristically cautious approach to new technology categories, similar to its measured AI rollout strategy. This contrasts with competitors’ more aggressive market entry tactics. The comparison to Meta’s Portal videoconferencing tablet—which failed to gain traction—highlights the risks in this market segment. Whether Apple’s premium positioning and ecosystem integration can overcome these challenges will be tested when the device potentially launches in March.
Key Quotes
Apple is working on a secret project, code-named J490, that will use its Apple Intelligence software to become the control center of a home.
Bloomberg’s report reveals the internal code name and strategic positioning of Apple’s smart home initiative, emphasizing the central role of Apple’s proprietary AI software in powering the device’s functionality.
Apple expects people mostly to interact with it using their voices.
This detail from Bloomberg highlights Apple’s AI-first approach to the device, prioritizing voice-based interaction powered by Siri and Apple Intelligence over traditional touchscreen controls, reflecting broader industry trends toward conversational AI interfaces.
Our Take
Apple’s March 2024 smart home launch represents a calculated bet on AI differentiation rather than price competition. The $1,000 price point—nearly 10x competitors—suggests Apple believes its AI integration and ecosystem lock-in justify premium pricing. This strategy mirrors the original iPhone approach: enter late, charge more, but deliver superior integration.
The timing is particularly significant as it follows Apple’s broader AI push with Apple Intelligence. However, the cautious rollout strategy that served Apple well in smartphones may be riskier in smart home, where Amazon and Google have established strong footholds and user habits. The failure of Meta’s Portal serves as a cautionary tale—even tech giants can’t guarantee success in this category.
The device’s success will likely hinge on whether Apple’s AI capabilities can deliver meaningfully better experiences than existing solutions, justifying the price premium in a market where consumers have proven price-sensitive.
Why This Matters
This development represents a critical inflection point in the convergence of AI technology and smart home ecosystems. Apple’s entry into this market with AI-powered capabilities signals the tech giant’s commitment to catching up in the artificial intelligence race, where it has been perceived as lagging behind competitors like Google, Amazon, and Microsoft.
The integration of Apple Intelligence software into a home control center demonstrates how AI is becoming the foundational layer for consumer technology experiences. This move could reshape the $100+ billion smart home market by bringing Apple’s massive ecosystem of over 2 billion active devices into the connected home space.
For the broader AI industry, this launch validates the importance of voice-based AI interfaces and contextual awareness in everyday consumer applications. The device’s ability to sense user proximity and adapt accordingly showcases practical implementations of AI beyond chatbots and content generation.
The premium pricing strategy also raises important questions about AI accessibility and whether advanced AI features will remain luxury items or become democratized technology. Apple’s success or failure could influence how other companies position AI-enhanced products in the market.
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Source: https://www.businessinsider.com/apple-to-launch-ai-powered-smart-home-device-compete-google-2024-11