Apple May Ditch the Supercar Dream for Smart Home Domination

Apple continues to surprise and intrigue with its innovative product launches.

by Faruk Imamovic
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Apple May Ditch the Supercar Dream for Smart Home Domination
© Getty Images/Joe Raedle

Apple continues to surprise and intrigue with its innovative product launches. Yet, the anticipation for an Apple supercar has been quashed, and while the Vision Pro headset garners attention, its true potential remains untapped, leaving us to wonder: what's next for the tech giant under Tim Cook's leadership?

Simplifying the Smart Home Experience

The answer, according to Bloomberg's Mark Gurman, may lie in a less ambitious yet highly practical domain: the smart home, integrated through a new breed of iPads.

Gurman, known for his deep connections within Apple, suggests that these upcoming iPads won't aim to dazzle with an array of functions. Instead, they will focus on simplicity and accessibility, offering a cheaper alternative to the regular iPad.

The vision is a lightweight smart display that can be easily moved around the house, connected to charging hubs in various rooms. This device could serve as a central hub for controlling smart home devices, making FaceTime calls, and watching videos.

Apple has reportedly begun small-scale test production for the screens of these devices but remains undecided about their full-scale production. This initiative seems to be part of a broader strategy to renew Apple's push into the smart home market, complemented by a new Apple TV box equipped with a built-in camera for FaceTime chats.

Beyond Current Devices: A Niche for New iPads?

This news raises questions about the redundancy of devices in our digital lives. Many of us already own multiple gadgets capable of performing the tasks envisioned for the new iPads.

Gurman acknowledges this, comparing the proposed product to Google's Pixel tablet with a dock, aiming for a device dedicated to home use. The idea is to offer something more affordable than the current iPad, potentially filling a niche for a portable, mainly home-based device.

The comparison to Facebook's Portal is inevitable, though its market performance and Facebook's decision to discontinue it might raise doubts about the viability of such a device. However, there's a catch: the potential for Apple to succeed where Facebook could not lies in the brand's ability to dissociate from the social media giant's baggage and its existing ecosystem of devices and services that could integrate seamlessly with the new iPad.

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