The Zhitong Finance App learned that Apple (AAPL.US) released a home hub device called HomeView on Tuesday. This is the first time since CEO John Turnus took over from Cook in early September to launch a product other than the iPhone.
Apple said the device, equipped with a 7-inch screen, can be mounted on a wall or placed on a desktop. It is designed for multiple users in the home, and can confirm user identity through face recognition to display relevant information. The starting price is $299, and shipping will begin on November 13.
Tuesday's launch event was the second since Tenus took charge of the company. He was previously the head of Apple's hardware business for a long time before being promoted to CEO. Last month, Apple unveiled new models of its most important product, the iPhone, including a folding model called Duo, which retails for close to $2,000.
Apple also unveiled new Apple TV and HomePod hardware on Tuesday. The new Apple TV 4K costs $299 and comes with a redesigned remote that can make a sound when lost. The Apple HomePod Mini speaker has launched a new color scheme. The price is 149 US dollars, which is a slight increase from the previous price of 129 US dollars.
Compared to iPhones, products released on Tuesday are less critical for Apple. Investors are still focusing on iPhone sales, but these accessories were positioned on Tuesday as a showcase for the company's new Siri capabilities launched last month.
Apple said HomeView is equipped with Siri AI to answer a wide range of questions. Users will be able to talk to Siri, and the conversation can continue on their iPhone or iPad. The device has a built-in speaker that can be used to play music.
Greg Joswiak, head of Apple's marketing, said in a statement: “It can recognize your face, switch from a shared home screen to your own exclusive experience, fill the room with amazing sound effects, keep in touch with the people who matter most through FaceTime, and easily control your smart home.”
Apple said that HomeView will display information from the “Messages,” “Photos,” “Calendar,” and “Reminders” apps based on who the current user is, and is driven by Apple Intelligence. It can also be used for FaceTime calls and can also be used as a digital photo frame. The device is equipped with an Apple A18 chip and supports up to six users.
Apple TV, HomePod, and HomeView all belong to Apple's wearables, home and accessories business segment, which achieved sales of US$7.88 billion in the most recent quarter ending June, accounting for about 7% of the company's total revenue. This section also includes wireless headsets such as AirPods and Apple Watch.
However, although Apple has been involved in household products and platforms in the past, Tuesday's announcement shows that under Tenus, Apple is giving higher priority to household products.
Jennifer Kent, chief analyst at Parks Associates, who studies connected homes, said, “Apple always waits for an ecosystem to develop until they are convinced they can provide a great user experience.”
Apple said that new products, including HomeView, can be used as a smart home hub, coordinate notifications and operations at home, and can be used with a range of products, including new door locks, doorbells, and cameras from LG Electronics and Schneider Electric.
Apple is stressing privacy protection and said on Tuesday that its Apple Home accessories encrypt data so only users and those they share it with can see. Other smart home cameras, for example, only have limited access to users' videos or store them on servers.
Kent said, “When it comes to privacy and security, they've done a level beyond what many other companies do.”
Apple's integration with the smart home is not only about sales, but also helps further lock customers into its ecosystem. Users who use multiple Apple products and have multiple connections are even less likely to switch to Android phones.
According to Apple, HomeView can also be a smart home dashboard. It can be used to view camera images, adjust thermostats, or lock connected doors in your home.
Apple said that setting up a new smart home device only requires a tap from the user's iPhone.
Tuesday's release shows Apple's confidence in developing new categories. But the entire consumer electronics industry has been dealing with rising prices and worsening demand associated with a shortage of memory and storage components. The launch also comes at a time when Tenus is reportedly pushing the company to speed up the pace of product launch.
The price of Apple's new Apple TV 4K was raised from 199 dollars to 299 dollars. This is another price increase after a similar price increase earlier this year; previously, Cook said that the memory costs faced by Apple are unsustainable.
A new growth point for the service business sector
According to Yorkville Ives partner and analyst Dan Ives, Apple's new batch of smart home accessories powered by Siri may bring new revenue streams to its services business segment.
Ives said in an investor report on Tuesday: “Apple also revealed that the Apple Intelligence feature on the server has a daily usage limit, and that extended access will require payment. We think this clearly indicates the imminent arrival of a paid version of Siri AI. It is also a cornerstone of the AI monetization we believe. The next few years may increase service business revenue by more than 15%.”
Ives pointed out, “Siri AI is at the core: everyone in the family can have extensive knowledge of the world and natural and smooth conversations between you, and users with an iPhone or iPad that supports Apple Intelligence can also unlock personal contextual information across' Messages', 'Vision' and various other apps. The conversation can continue in the Siri app on iPhone, iPad, Mac, Apple Watch, and Pro.”
Ives added, “Each of these devices is another touchpoint for Siri AI on the installed base of more than 2.5 billion active devices, and drives service business revenue through iCloud+, Apple Music, and finally paid Siri AI access. We still believe that its AI vision and monetization capabilities will add an additional $75 per share to Apple's valuation. We maintain our 'outperforming market' rating and a target price of $400. ”