Apple on Tuesday began showing off a ⁠new round of smart home products, including an iPad-like device dubbed the HomeView, meant to hang on walls or perch on tabletops ⁠and act as a hub for other smart home devices.

The HomeView device starts at $299 and will begin shipping next month. It will feature a 7in screen and face recognition, will help users ⁠control doorbells, thermostats and smart locks in a market where Apple has tinkered for a decade without major success. The device will also showcase Apple's AI-upgraded Siri virtual ​assistant.

Preorders begin today and the devices are expected to be available starting 13 November.

Apple is launching these products as it ⁠tries to fend off competition from rivals, including traditional competitors like Amazon – which has invested heavily in ​its Echo speakers and Ring doorbells and ‌last week launched premium tablets – as well as newer AI upstarts like OpenAI that have hardware ambitions of their own.

The new line of devices are accessible and managed in the Apple home app. The accessories include a Schneider smart thermostat and LG home security devices including indoor and various outdoor cameras including a doorbell camera and floodlight camera as well as a smart lock. The lock can be unlocked using the Apple home app.

The HomeView device will not be sold in the European Union, because Siri AI remains unavailable there due to EU regulations, Apple said.

Apple first released its Home app to control smart gadgets in 2016, ⁠with HomePod smart speakers following in 2018, but those offerings are competing with ​Alphabet's Google Home speakers and ​Amazon's Echo line. Analysts said ​two major hurdles for Apple were making its devices work with a ​variety of third-party gadgets and ‌the limited ability ​of Siri to ​give useful answers.

The HomeView device includes a revamped version of Siri AI, the company announced. An Apple press release described the new version of Siri as more capable and conversational, using information from personal apps like Messages and Calendar to provide more relevant answers.

"It's powered by Apple Intelligence with Siri AI at its core, drawing on personal context from your iPhone to help you find what you need and get more done, all while keeping everyone's information private and secure," the release said.