Apple is betting that its new HomeView smart home hub will stand out for its simplicity rather than a long list of features, with the company pointing to its upgraded Siri AI assistant as the biggest reason to buy one.
The device is designed to make controlling a smart home feel more natural, without requiring users to navigate complicated menus or learn specific voice commands. Speaking to The Verge, Apple’s vice president of product marketing for home, Kaiann Drance, said Siri AI brings the experience together in a way the company hasn’t previously been able to achieve.
A big part of that comes down to how Siri understands everyday conversations. Apple says users can ask the assistant to adjust their thermostat or control connected devices using natural language, rather than carefully phrased instructions.
Lilian Rincon, Apple’s vice president of product marketing for AI, explained that the goal is to make the experience accessible to everyone in a household, regardless of age or technical knowledge.
Interestingly, Apple also wants Siri to know when to stop talking. While competing AI assistants are increasingly designed around lengthy conversations and follow-up questions, Rincon said Apple’s approach is to complete the requested action and get out of the way.
That could make HomeView particularly appealing to anyone who wants a straightforward smart home controller rather than another AI chatbot.
Those limitations could make it less versatile than some competing smart displays, particularly for people who want a device that doubles as an entertainment screen.
HomeView is currently available to pre-order for £/$299, with deliveries scheduled to begin on 13 November 2026. Apple is also reportedly developing a more advanced version with a larger display and robotic arm, although that model has yet to be officially announced.
For now, Apple’s pitch is clear: HomeView isn’t trying to do everything. Instead, it’s designed to make everyday smart home tasks easier, with Siri AI doing most of the work behind the scenes.