Apple (AAPL) finally has a screen for the kitchen counter. At its “Welcome home” event in New York on Tuesday, October 13, Apple launched HomeView, a Siri-powered smart display priced at $299 in both tabletop and wall-mounted versions. Pre-orders are open, and the first units reach customers on November 13 in the US, UK, Canada, Australia, New Zealand, Singapore, South Africa and India, according to The National. It won’t be sold in the EU, and it works only in English at launch.
Apple also refreshed its living-room devices: a new Apple TV 4K at $299 (shipping November 13) and HomePod mini 2 at $149 (shipping October 30). Locks, cameras and thermostats built with LG Electronics (066570) and Schneider Electric round out what Apple calls the Apple Home Collection.
Apple Is Charging More for the Home
The most telling number from Tuesday is the price. HomeView costs $299, against regular US prices of roughly $200 for Echo Show 8 and $250 for the Echo Show 11 from Amazon (AMZN). Alphabet (GOOGL) hasn’t released a new Google smart display since the 2021 Nest Hub. Apple is entering late and charging more.
The refreshed devices follow the same pattern. Apple raised prices on June 25: the Apple TV went from $129 to $199 and the HomePod mini from $99 to $129. The new Apple TV 4K at $299 is 50% above June’s price and more than double its 2022 price. HomePod mini 2 adds another 16%. Apple is betting households will pay up for Siri AI in every room.
What TIKR Data Says About the Home Business
All three devices report into Wearables, Home and Accessories, Apple’s slowest-growing product line. Over the last four reported quarters it brought in $36.3 billion, up just 1.6% from the four quarters before.
The trend has turned, though. After a flat September quarter and a 2% drop in the December quarter, the segment grew about 5% in the March quarter and 6.5% in the June quarter, to $7.88 billion. The rest of Apple grew faster: June-quarter revenue rose 16% to $109.4 billion, which leaves the segment at about 7% of sales, against 28% for Services.
Every million HomeViews sold adds about $299 million, under 1% of the segment’s yearly revenue.
The Margin Question
Apple has cited rising memory costs as a reason for its price increases. Its company-wide gross margin has nevertheless improved, though that does not establish whether margins on home devices are rising.
Apple’s gross margin rose for four straight quarters, from 46.49% in the June 2025 quarter to 50.06% a year later. About 2 points of that June figure came from tariff refunds, so the underlying margin sits nearer 48%. That’s still about 1.5 points higher year over year. These are price increases from a company with pricing power.
The Bottom Line on Apple’s Home Push
HomeView won’t show up in Apple’s revenue in any meaningful way soon. Even 3 million units would add about 2.5% to the segment. The payoff Apple wants is a Siri AI device in every shared room, tied to an iPhone and feeding Services. In my October 12 preview, I called that pull-through the stronger case for Apple’s home lineup, since a hardware refresh alone can’t fix the segment’s math.
The December quarter is the first with all three devices on shelves. Beating last year’s $11.49 billion there would be a good sign, not proof: the segment also includes AirPods, Apple Watch and accessories, and higher prices alone can lift it. The clearer signal will be what management says about HomeView demand on the call covering that quarter.
You can pull up Apple’s segment revenue and gross margin history on TIKR yourself, free, and track whether the home business finally picks up speed once HomeView ships. Learn more here.
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Please note that the articles on TIKR are not intended to serve as investment or financial advice from TIKR or our content team, nor are they recommendations to buy or sell any stocks. We create our content based on TIKR Terminal’s investment data and analysts’ estimates. Our analysis might not include recent company news or important updates. TIKR has no position in any of the stocks mentioned. Thank you for reading, and happy investing!
