Apple, Having Abandoned Electric Cars, Turns to Home Robots as New Business Opportunity

Foreign Media Report

Apple is reportedly developing a home desktop robot by deploying hundreds of personnel.

Concept image of Apple's home robot

According to foreign media on the 14th, Apple is developing a home desktop device that combines a display similar to the iPad with a robotic arm.

The robotic arm can move the large screen, allowing it to tilt up and down as well as rotate a full circle. It is expected to be a variation of existing products like the Amazon Echo Show 10.

This device, equipped with Apple's artificial intelligence (AI) system called 'Apple Intelligence' and the voice assistant 'Siri,' will enable remote control of home appliances. It is intended to be used as a smart home command center, video conferencing device, and remote home security device.

Apple aims to launch this product as early as 2026?2027 at a price around $1,000 (approximately 1.36 million KRW).

As the smartphone industry has entered a mature stage, iPhone sales have stagnated. Additionally, the Apple Car project, an autonomous electric vehicle, was halted in February this year. It is interpreted that Apple is venturing into robot development as part of its search for new growth opportunities.

Apple executives approved this project back in 2022. However, there have been ongoing differences of opinion within the company. Sources explained that official resource allocation has started to increase in recent months.

Apple has decided to prioritize this project, and it appears that CEO Tim Cook also supports it. The project is overseen by Kevin Lynch, Vice President of Technology, who was in charge of the Apple Watch and Apple Car projects.

However, there have been many changes, including a reduction in the device's functions compared to the initial concept, and pessimism about its marketability still persists within the company.