Apple Shifts Focus to Home Robotics After Abandoning Electric Car Project




Apple's new home robot, sleek design with Apple logo, representing shift from electric cars to home robotics.

Apple Inc. has shifted its focus to home robotics after abandoning its electric car project. The tech giant is exploring the development of personal robots that can assist users in their homes, marking a significant pivot in its product strategy. This move comes as Apple seeks new revenue streams and aims to strengthen its position in the smart home market.

Key Takeaways

  • Apple is exploring the development of personal home robots after scrapping its electric car project.
  • The company is working on two main types of robots: a mobile robot that follows users around their homes and a tabletop device with a moving display.
  • The projects are still in the early stages, and it is unclear if they will be released.
  • Apple aims to leverage advances in artificial intelligence and robotics to gain a foothold in consumers’ homes.

The Shift to Home Robotics

Apple’s decision to explore home robotics comes after it scrapped its electric vehicle (EV) project, which had been in development since 2014. The company informed its top executives that its future would revolve around three areas: automotive, the home, and mixed reality. With the car project now abandoned and the release of the Vision Pro headset covering mixed reality, Apple is turning its attention to the home.

Early-Stage Projects

Engineers at Apple are currently working on two main types of robots:

  1. Mobile Robot: This robot is designed to follow users around their homes, assisting with various tasks.
  2. Tabletop Device: This advanced device uses robotics to move a display around a fixed area, potentially enhancing video calls and other interactions.

Both projects are still in the early stages of research and development, and it is uncertain whether they will ultimately be released. The robotics work is being overseen by Apple’s hardware engineering division and its AI and machine-learning group, led by John Giannandrea.

Challenges and Considerations

Apple faces several challenges in developing these home robots. One major concern is the cost of the devices and whether consumers would be willing to pay a premium for them. Additionally, there are technical challenges related to balancing the weight of robotic motors and ensuring the devices can navigate cluttered home environments.

Market Competition

If Apple successfully develops and releases these home robots, it will enter a competitive market. Amazon and Samsung have already introduced their own home robots, such as Amazon’s Astro and Samsung’s Ballie. However, these products have yet to achieve widespread adoption. The most popular home robot to date remains the Roomba vacuum, which debuted over two decades ago.

Future Prospects

Apple’s pursuit of home robotics is part of its broader strategy to find new sources of revenue and stay at the forefront of technological innovation. The company is also exploring other projects, including updated Vision Pro headsets, touch-screen Macs, and new health technologies. Advances in artificial intelligence will play a crucial role in the development of these new products, including the home robots.

While it remains to be seen whether Apple’s home robots will become a reality, the company’s investment in this area signals its commitment to exploring new frontiers in technology and enhancing the smart home experience for consumers.


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