Analyst(s): Olivier Blanchard
Publication Date: August 29, 2025
Apple is preparing for an AI hardware lineup refresh, including robots, smart displays, and home-security cameras. With Siri upgrades and new devices like the tabletop robot planned for 2027, Apple is pushing to restore its innovation reputation and compete in new categories it has overlooked for too long.
What is Covered in this Article:
- Apple’s AI comeback plan centered on a tabletop robot with a lifelike Siri by 2027.
- Launch of a smart speaker with a display targeted for next year.
- Development of home-security cameras and automation systems to rival Amazon Ring and Google Nest.
- Siri overhaul with large language models under projects Linwood and Glenwood.
- Expansion of Apple’s hardware roadmap beyond iPhones to new AI-driven categories.
The News: Apple is gearing up for a big move into AI gadgets. It is working on a tabletop robot set to launch in 2027, a smart speaker with a screen coming next year, and a new line of home-security cameras. The robot is designed to be a virtual sidekick, featuring a more lifelike Siri and built-in interactive features throughout the day. These projects are part of Apple’s push to shake off criticism for missing the early generative AI wave and to show it is still a leader in innovation.
Apple Bets on AI Robots, Smart Displays, and Security for Its Comeback
Analyst Take: Apple’s AI-enabled devices strategy feels like an overdue initiative to reset its innovation leadership in response to soft sales, a lukewarm response to Vision Pro, and having generally failed to dominate the AI race. The company is now banking on new hardware and a completely reworked Siri to drive its comeback in areas where it should have leveraged its market advantages to gain an early leadership lead.
By tying together products like robots, smart displays, and security devices, Apple is looking to capitalize on potential new revenue streams, and go head-to-head with Samsung, Meta, Amazon, and Google with a bit more of a plan than we have seen from the company in some time.
Tabletop Robot Anchors AI Expansion Plan
The primary focus of Apple’s AI rollout will be a tabletop robot, code-named J595, which is expected in 2027. For now, the robot looks like an iPad mounted on a robotic arm that can follow people around and help with daily tasks. This robot will feature a totally reimagined Siri that can chat naturally, remember conversations and key details of every exchange, and offer helpful suggestions – like restaurant picks or trip ideas. Apple is also testing FaceTime, which tracks movement in the room, and joystick controls on the iPhone. With this device, Apple wants to offer an AI assistant experience that feels more personal and lifelike – something its rivals have yet to achieve.
While I applaud the initiative, which offers exciting possibilities for technology users and the Apple ecosystem at large, I can’t help but be disappointed by Apple’s design approach so far: As sharp as I expect the final product to be (Apple hardware design has always been exceptional), the concept thus far feels cobbled together: An iPad mounted on a robotic arm doesn’t exactly scream innovation, let alone remarkable design. It comes across as a design compromise with limited vision rather than what Apple was known for: creating exciting new designs to elevate and transform existing technology categories. Apple is also jumping into this segment to take on competitors who are already innovating. It feels more like an “also in” strategy than one predicated on an intention to lead and dominate.
In other words, I worry about Apple’s vision when it comes to this product category, because nothing about this product’s UX or design approach brings anything patently new or exciting to it. It just feels like Apple dipping its toe in a device category it doesn’t seem interested in bringing new ideas to. That wouldn’t be dangerous for a brand like Xiaomi or Huawei, but it is dangerous for Apple, which cannot afford to disappoint the market with another product that fails to meet the high expectations the brand has spent decades setting for itself.
Smart Displays and New OS Charismatic
Apple’s home tech plans also include a smart speaker with a display, aimed at launch next year. This entry-level device, code-named J490, is a simpler version of the robot and will handle music, smart home controls, notes, browsing, and video calls.
It and the robot will run on a new OS called Charismatic, built for shared use with widgets, voice commands, and custom layouts. It uses facial recognition to personalize things for each user. Charismatic brings together elements from Apple TV and Apple Watch, and it’s Apple’s most significant attempt yet at creating a shared smart home hub after years of limited success with the HomePod.
Again, this feels like a lukewarm attempt by Apple to compete against Amazon and other smart home leaders. While this is precisely the type of smart home integration that Apple should have invested in for the last 5-8 years, this feels too little too late. My question to Apple, again, is this: What does this product bring to consumers that they cannot already get from alternatives? Besides some Apple ecosystem integration advantages, will UX be radically better? Will the product deliver bleeding-edge features not available on competing platforms? Beyond hoping to capture some segment revenue, what makes this product relevant? Just bringing an Apple option to the category doesn’t seem like enough of a value proposition to deliver a win for Apple. So again, I have concerns about the overall product strategy here.
Revamping Siri With Generative AI
At the center of all this new tech is reportedly a significant Siri upgrade, developed under the projects Linwood and Glenwood: Apple is building a version of Siri powered by a large language model—internally called LLM Siri—that could launch as early as next spring. It’s an out time, too, as Siri has lagged dangerously behind other assistants, namely from Google and Amazon. This new Siri will also roll out on iPhones and iPads with a new, more visual interface.
During development, Apple tested models like Claude from Anthropic and tapped into tools like ChatGPT and Google Gemini. By putting the new Siri at the core of every new product, Apple is betting big on becoming a leader in AI-powered consumer tech, and hopefully catching up to the rest of the smart devices market.
Expansion Into Security and Ecosystem Lock-In
Apple is also working on smart home security cameras, code-named J450, which will incorporate facial recognition and automation – like turning off lights or playing music to match specific users’ preferences. These battery-powered cameras are designed to compete with Amazon’s Ring, Google’s Nest, and Roku, and will likely include features like a video doorbell with facial ID.
These cameras will also be tied to iCloud+ for storage. This works for Apple in three ways:
- The services play: Assuming adoption at scale could help expand Apple’s services offering and boost revenue.
- A new data play: By capturing more data from cameras and sensors, Apple will be more capable of training its own models for future device and feature iterations.
- Customer retention: Capturing some market share from competitors (presumably iPhone users) could ultimately make it harder for Apple customers who fully embrace Apple’s entire device ecosystem to jump ship in the future.
But again, remembering its smart home business nearly 10 years after surrendering the lead to competitors, and with no unique or remarkable features to disrupt the segment, doesn’t exactly inspire confidence in Apple’s strategy. I hope I will be proven wrong, because the market needs Apple to innovate in this segment, and I would love to see Apple finally take the segment seriously, but for now, this all feels more like a half-baked afterthought than a new Apple project to be genuinely excited about.
What to Watch:
- Apple’s success in making the robot a central hub for work, media, and daily tasks will determine its role in the ecosystem.
- The redesigned Siri, powered by large language models, must perform seamlessly, as it underpins all new devices.
- Apple faces entrenched rivals in smart-home and security, making differentiation critical to adoption.
- Long development timelines to 2027 increase the risk that rivals could undercut Apple before launch.
Disclosure: Futurum is a research and advisory firm that engages or has engaged in research, analysis, and advisory services with many technology companies, including those mentioned in this article. The author does not hold any equity positions with any company mentioned in this article.
Analysis and opinions expressed herein are specific to the analyst individually and data and other information that might have been provided for validation, not those of Futurum as a whole.
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Author Information
Olivier Blanchard is Research Director, Intelligent Devices. He covers edge semiconductors and intelligent AI-capable devices for Futurum. In addition to having co-authored several books about digital transformation and AI with Futurum Group CEO Daniel Newman, Blanchard brings considerable experience demystifying new and emerging technologies, advising clients on how best to future-proof their organizations, and helping maximize the positive impacts of technology disruption while mitigating their potentially negative effects. Follow his extended analysis on X and LinkedIn.
