Move over, Alexa—Apple is reportedly gearing up to launch an AI-powered smart home display as soon as March 2025, according to Bloomberg’s Mark Gurman. The device dubbed the “command center,” is set to shake up the smart home hub market with its unique features and Apple’s signature touch.
A New Player in the Smart Home Game
Measuring approximately six inches, the display resembles an iPad but with a twist: it’s square and sports thick bezels. A front-facing camera at the top enables FaceTime calls, while internal speakers promise decent audio for your impromptu kitchen dance parties. And yes, it comes with a built-in rechargeable battery—because who likes being tethered to an outlet?
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An Interface That Feels Familiar
The operating system is said to be a mashup of the iPhone’s StandBy mode and watchOS, primarily controlled by voice commands. Apple plans to integrate Apple Intelligence, allowing users to access apps and control smart home products seamlessly. The interface is designed around App Intents, a Siri system capable of controlling apps and tasks—a nod to Apple’s emphasis on user experience.
Customization and Control at Your Fingertips
Users can customize the home screen with widgets displaying weather updates, upcoming appointments, photo slideshows, or crucial home controls. A software-based dock will be available for launching apps, and multiple devices in different rooms can function as intercoms. Security is also a focus, with alerts and camera footage from connected smart home cameras readily accessible.
Sensors That Know You Better
Built-in sensors can detect how close you are to the device, adjusting features accordingly. For instance, when no one is nearby, it might display the temperature. As someone approaches, it could switch to an interface for adjusting the thermostat—much like how Nest thermostats operate. External sensors plugging into outlets throughout the home might also be in the works, though it’s unclear if Apple will produce these.
Positioning Against the Competition
With this smart display, Apple aims to compete head-on with Amazon’s Echo Hub and Google’s Nest Hub Max. To make a dent in the market, Apple will likely need to price its device competitively. The Echo Hub costs $150, while the Nest Hub Max is priced at $230. Apple’s entry into smart home could spice things up for consumers seeking integrated solutions.
Looking Ahead: A Robotic Future?
Interestingly, Apple is also reportedly working on a robotic version of the smart home hub that can move the screen around. While that’s a futuristic vision, for now, the focus is on making the command centre a success. CEO Tim Cook has been pushing the engineering and design teams to prioritize this device, which has been in development for over three years.
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A Cautious Step Forward
While Apple has considered creating its line of smart home accessories like an indoor security camera, it’s not clear if the company will venture down that path just yet. However, Apple analyst Ming-Chi Kuo mentioned that Apple is working on a smart home camera with wireless connectivity and deep integration with Apple Intelligence, potentially launching in 2026.
Apple’s foray into the smart home hub market is both exciting and overdue. With its focus on user experience and integration across devices, the command centre could be a game-changer—if priced right. It remains to be seen how Apple will differentiate itself in a space dominated by Amazon and Google, but one thing’s for sure: the smart home market just got a lot more interesting.
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