Apple Makes a Bigger Play for the Smart Home
Apple unveiled the HomeView at its "Welcome Home" event last week, a $299 smart display with a 7-inch touchscreen, Siri AI, FaceTime, and the ability to recognize up to six household members. It ships November 13 in tabletop and wall-mounted versions, alongside a new Apple TV 4K and HomePod mini 2. Apple also introduced the Apple Home Collection which includes LG and Schneider Electric-built cameras, a UWB smart lock, and thermostats arriving in December.
The Circana Take:
- Apple's smart display entry gives the category another well-known anchor at a premium $299 price point. The Home Collection surrounds the ecosystem with Apple-ready cameras, locks, and thermostats. Matter support means partner products benefit too.
- Expect heightened consumer attention and a reset of the market’s competitive landscape driven by what is expected to be premium hardware offerings.
Google Home Opens to Third Party Agents
Google began early access to the Home MCP on September 16, a Model Context Protocol server that lets compatible AI agents, including Claude, Antigravity, and OpenClaw, view devices, review event history, and issue commands in Google Home. Access is limited to U.S. Google Home Premium Advanced subscribers, and high-risk actions such as unlocking doors are blocked. Google says automation creation and management support is in development.
The Circana Take:
- Home MCP shows Google positioning its platform as the place where any AI assistant can work with the connected home. For manufacturers, devices on Google Home may gain new uses and more daily engagement, and the Premium Advanced requirement points to growing subscription revenue.
- Built-in safeguards on sensitive actions help build consumer confidence as agentic smart home experiences emerge.