Apple is going after Amazon’s smart home business on several fronts at once.
The iPhone and iPad maker on Tuesday unveiled HomeView, a $299 smart display that competes directly with Amazon’s Echo Show, along with a lineup of cameras, a video doorbell and a smart lock made by LG Electronics. That puts Apple in the core categories of Amazon-owned Ring for the first time.
Apple also announced a new Apple TV 4K and the HomePod mini 2, which will go up against Amazon’s Fire TV and Echo speakers.
Amazon made its own move into Apple’s territory last week, unveiling premium Alexa Tablets, including a Pro model that competes more directly with the iPad.
The new Apple HomeView has a 7-inch screen and comes in a tabletop version with a speaker base and a wall-mounted version. It recognizes up to six household members by their faces and switches to each person’s messages, calendar and apps.
It runs Siri AI, Apple’s rebuilt version of its voice assistant, which the company calls “profoundly more capable and conversational.” Pre-orders started Tuesday, and the device ships Nov. 13.
Amazon’s big lead: About two-thirds of U.S. smart speaker owners have an Amazon device, compared with about a quarter for Google and 7% for Apple, according to the latest data from Consumer Intelligence Research Partners, covering the 12 months ending in June. Apple’s share has stayed in the mid-single digits for years.
CIRP’s Michael Levin and Josh Lowitz wrote that Apple may go after people who don’t own a smart speaker rather than try to convert Amazon and Google customers. Only 57% of recent Apple buyers have a smart speaker of any kind, the firm found.
The HomeView is aimed at people already using Apple devices. Setup and the personal features require an iPhone or iPad. It won’t be sold in the European Union because Siri AI isn’t available there.
Apple is also hinting that its AI won’t stay free. A footnote in the HomeView announcement says certain Apple Intelligence features that rely on server-side models are subject to daily limits, with expanded access “available for a fee in the future.” Amazon’s Alexa+ is free with Prime or $19.99 a month on its own.
Competition for Ring: The new Apple Home Collection, designed with LG and Schneider Electric, includes a $249.95 LG video doorbell with two cameras, LG indoor, outdoor and floodlight cameras priced from $199.95 to $399.95, and a $349.95 LG deadbolt that unlocks automatically as its owner approaches, using ultra-wideband technology.
The accessories are set for release starting in December, with some arriving in early 2027.
Camera video history requires an iCloud+ storage plan, and Apple says there’s no separate camera subscription. Apple’s retail stores will also offer installation by ADT for an extra charge.
The LG lock was announced a week after Ring unveiled its first smart lock, a $249 deadbolt with no keyhole and a hand-turned dial that revives a dead battery. It’s due in the first quarter of next year. Ring also announced five new cameras priced from $69.99 to $219.99.
The LG lock includes a backup key slot. “If you have to have a key, it’s like, well, why have a smart lock?” Ring founder Jamie Siminoff told GeekWire last week.