Apple announces surprise ‘Welcome home’ launch event
Apple has announced an event in New York on October 13 at 9am ET, with the tagline “Welcome home”. The wording points towards smart home products, a potentially significant expansion of Apple’s efforts in that market.
Reports say Apple may unveil a display-equipped smart home hub, an updated HomePod Mini and a new Apple TV. It is also reportedly working with LG on a video doorbell, thermostat and indoor camera; leaked renders were said to show some of these devices. Apple’s smart home hub was reportedly delayed from a planned 2025 launch while the company worked on an upgraded, AI-powered Siri, which launched in beta last month.
- Apple’s October 13 event is billed “Welcome home”.
- A smart home hub and other devices are rumoured.
- Siri delays reportedly pushed back the hub’s launch.
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Apple’s smart home system lets people control connected devices, such as lights and speakers, using Apple products and its Home app. The HomePod Mini speaker can also act as a hub, helping compatible devices work together when people are away.
Apple competes with companies such as Amazon and Google, which sell smart speakers, screens and other home devices. A screen-based hub could give Apple users another way to manage their homes, while doorbells, cameras and thermostats would extend the range of devices in its system.
Siri is Apple’s voice assistant, used to answer requests and control devices. Its capabilities matter to the smart home because people may rely on voice commands, alongside screens and apps, to operate connected products.
Both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
A broader smart home range could make Apple’s devices work together more smoothly, giving customers a simpler and more private-feeling alternative to managing products across several brands. A display-equipped hub and improved Siri could make everyday tasks easier, while adding more choices may strengthen competition in a market where consumers value reliable support and integration.
The case against
A larger Apple smart home presence could make customers more dependent on one company’s ecosystem, limiting flexibility and making it harder to mix devices from different manufacturers. Concerns about data collection, software support and the cost of replacing existing products are also reasonable, particularly if key features work best only with Apple devices or services.