For years, Apple has watched Amazon and Google quietly colonize the home through smart displays, building habits and loyalties that no software update could easily displace. Now, according to Bloomberg's Mark Gurman, Apple is preparing to enter that space in 2025 with two new devices running a purpose-built operating system called HomeOS — one a premium robotic display, the other an accessible home hub. The move signals not merely a new product, but Apple's long-delayed reckoning with the idea that the home itself has become a platform.
Apple poised to enter smart display market in 2025 with HomeOS devices
Apple's first move into smart displays finally arrives in 2025
Mark
So Apple is building smart displays. Why now? They've had years to do this.
Mimi
They've been focused on other things, but the smart home market has matured. Amazon and Google have built real ecosystems. Apple probably felt the pressure to show up.
Luke
Right, but we should be careful here—all of this is from Mark Gurman's reporting. We don't have official confirmation from Apple. The code names, the prices, the timelines—these are all attributed to sources, not Apple itself.
Mark
Fair point. But assuming the reporting is solid, what makes these devices different from an Echo Show?
Mimi
The operating system, mainly. HomeOS is built on tvOS but designed specifically for these displays. And crucially, they'll have the hardware to run Apple Intelligence locally, which current HomePods can't do.
Luke
That's a real technical difference, yes. But we should note that "Apple Intelligence" itself is still new and not fully deployed. We don't know yet how compelling these features will actually be on a smart display.
Mark
The robotic arm on the J595 sounds wild. Is that actually confirmed?
Mimi
Gurman reported it—a display that moves to follow you or keep you in frame during calls. It's a distinctive feature if it's real.
Luke
It is distinctive. But it's also the kind of thing that sounds impressive in a report and then either becomes a gimmick or genuinely useful. We won't know until we see it.
Mark
And the price? Over $1,000 for the J595?
Mimi
That's what's being reported. The J490 would be cheaper, positioned as the entry point.
Luke
Again, that's Gurman's reporting. Apple hasn't confirmed pricing. But if true, it's a significant bet—they're not trying to undercut Amazon or Google on price. They're betting on brand loyalty and integration.
The Pulse
- Apple has been conspicuously absent from the smart display market while Amazon and Google have spent years embedding themselves into daily domestic life.
- Two devices are in development — the high-end J595 with a robotic arm exceeding $1,000, and the more accessible J490 built around FaceTime and home control.
- HomeOS, built atop tvOS, is the critical differentiator: it enables local AI processing that current HomePod and Apple TV hardware cannot support.
- Local processing means faster responses, stronger privacy, and offline functionality — a direct challenge to cloud-dependent competitors.
- A potential 2025 launch would mark Apple's first serious bid to compete with Echo and Nest in a market that has been defining smart home habits for nearly a decade.
For years, Apple has watched Amazon and Google quietly colonize the home through smart displays, building habits and loyalties that no software update could easily displace. Now, according to Bloomberg's Mark Gurman, Apple is preparing to enter that space in 2025 with two new devices running a purpose-built operating system called HomeOS — one a premium robotic display, the other an accessible home hub. The move signals not merely a new product, but Apple's long-delayed reckoning with the idea that the home itself has become a platform.
Apple has long been absent from one of consumer electronics' fastest-growing spaces: the smart display market. Amazon and Google have spent years filling homes with Echo and Nest devices, building ecosystems that have made them nearly synonymous with voice-controlled home management. That gap may finally be closing. According to Bloomberg's Mark Gurman, Apple is developing two smart displays running a custom operating system called HomeOS, with launches expected in 2025.
The more ambitious of the two, code-named J595, pairs an iPad-sized screen with a robotic arm that tracks a user's voice or keeps them centered during video calls — a nod to Apple's longstanding focus on communication. It's expected to exceed $1,000. The second device, J490, takes a more grounded approach: an entry-level display built around FaceTime and smart home control, potentially arriving sooner and serving as the accessible counterpart to the J595's premium positioning.
What sets both devices apart from Apple's existing hardware is HomeOS itself. Built on tvOS foundations but designed specifically for these displays, it will carry the processing power needed to run Apple Intelligence models locally — something current HomePod and Apple TV devices cannot do. That means faster responses, fewer privacy concerns, and functionality that doesn't depend on a cloud connection.
The J490 is envisioned as an everyday household hub, with apps for Calendar, Notes, and Home control, and an interface optimized for quick smart home access. Apple has reportedly explored making it magnetic for wall mounting — a practical acknowledgment of how these devices actually live in homes.
Apple rarely competes on price; it competes on design, ecosystem integration, and proprietary features that justify a premium. Here, that differentiation is HomeOS, local AI processing, and deep continuity with Apple's broader device world. Whether that's enough to challenge Amazon and Google's entrenched positions remains an open question — but 2025 will be the year Apple finally makes its move.
Apple has long been conspicuously absent from one of the fastest-growing corners of consumer electronics: the smart display market. Amazon and Google have spent years filling living rooms with their Echo and Nest devices, building habits and ecosystems that have made them nearly synonymous with voice-controlled home management. But that gap in Apple's portfolio may be closing. According to reporting from Bloomberg's Mark Gurman, the company is developing two new smart displays that will run on a custom operating system called HomeOS, with launches expected sometime in 2025.
The first device, internally code-named J595, represents Apple's more ambitious play. It pairs a large screen—roughly iPad-sized—with a robotic arm designed to move and rotate the display. The mechanism would allow the device to track a user's voice or keep them centered in the camera frame during video calls, a feature that speaks to Apple's historical focus on video communication. This model is expected to carry a premium price tag, likely exceeding $1,000. The second device, code-named J490, takes a different approach. It's positioned as an entry-level smart display, built primarily around FaceTime calls and smart home control. This lower-cost option could arrive as soon as next year, serving as the more accessible companion to the J595's high-end positioning.
What distinguishes these devices from Apple's existing smart home hardware is the operating system running beneath the surface. HomeOS is being built on the foundation of tvOS, the software that powers Apple TV boxes, but it's designed from the ground up for these new displays. The critical difference lies in processing power. Current HomePod and Apple TV devices lack the hardware necessary to run Apple's newly announced AI features locally. The new smart displays will have that capability built in, allowing them to process Apple Intelligence models directly on the device rather than relying on cloud computation. This local processing is positioned as a key competitive advantage—it means faster responses, fewer privacy concerns about data leaving the home, and the ability to function even without an internet connection for certain tasks.
The J490 is being designed as a hub for everyday household management. Reports suggest it will feature dedicated apps for Calendar, Notes, and Home control, with an interface optimized for quick access to smart home functions. Apple has apparently explored making the device magnetic so it can attach directly to walls, a practical touch that acknowledges how these devices are actually used in homes. The overall vision seems to be something like a refined version of Amazon's Echo Show—a touchscreen display that serves as both a communication device and a control center for connected home devices—but with Apple's characteristic attention to design and its own software ecosystem.
Apple's track record in entering new product categories suggests these devices will arrive with premium positioning and corresponding price points. The company rarely competes on cost; instead, it typically emphasizes design, integration with its existing ecosystem, and proprietary features that justify the premium. In this case, that differentiation appears to be HomeOS itself, the local AI processing capability, and the seamless integration with other Apple devices and services. Whether that's enough to dislodge Amazon and Google from their entrenched positions in the smart display market remains to be seen, but 2025 will be the year Apple finally makes its move.
Notable Quotes
Apple is currently working on two smart displays, each designed to bring Apple's AI into your home— Mark Gurman, Bloomberg
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