CUPERTINO, California — Apple on Thursday opened pre-orders for HomeView, its first dedicated smart home display, priced at $299 with a 7-inch touchscreen and upgraded Siri capabilities.

The device marks Apple's long-delayed entry into a category dominated by Amazon's Echo Hub and Google's Nest Hub. HomeView functions as a wall-mountable control panel for HomeKit accessories, offering personalised profiles, intercom features, and on-device AI processing through Apple's updated Siri assistant.

Apple positioned the product as the centrepiece of its connected-home strategy after years of relative absence from the segment. The company said HomeView integrates with the Apple Home app and supports the Matter interoperability standard, allowing it to control thermostats, cameras, and lighting from rival manufacturers.

Analysts at IDC and Counterpoint Research noted that Apple's premium pricing positions HomeView well above Amazon's comparable Echo devices, which typically retail below $200. The strategy mirrors Apple's broader approach of targeting higher-margin customers within its existing ecosystem rather than competing on price.

Apple said HomeView will ship in early November, with availability in the United States, United Kingdom, Canada, and several European markets at launch. The product reflects the company's renewed push to embed Siri AI across its hardware lineup following software delays earlier this year.