Less than a month after Apple introduced its latest iPhone lineup, including the all-new iPhone Duo, the company is reportedly getting ready for another launch event. Bloomberg’s Mark Gurman first reported that Apple plans a home-centric event on October 13, where it is expected to launch an updated Apple TV, a new Homepod mini and the long-awaited home hub, which will reportedly have a display and serve as a control center for the smart home much like Amazon’s Echo Show.
The new devices are another attempt by Apple to conquer the home, after previous initiatives never fully landed with customers, mostly due to the limitations of Siri, Apple’s (not-so-)smart assistant. At least some of the new products are expected to support Siri AI, which would address the biggest gripe that users have had with products like the HomePod, which relies almost entirely on voice control.
As our chart shows, Apple’s supporting cast, which includes its smart home products as well as Apple Watch, AirPods and the Apple Vision Pro, has struggled to keep up with the growth of the rest of the company in recent years. Sales in the Wearables, Home and Accessories segment have declined in each of the past three fiscal years and its share of total sales has dropped from a peak of 11.2 percent in 2020 to just 7.5 percent in the first three quarters of fiscal 2026. With sales of $27.3 billion so far this year, the segment remains the third largest contributor to Apple's total revenue, however, trailing only services ($91.7 billion) and the iPhone ($196.5 billion). While Apple Watch and AirPods probably account for the lion’s share of the segment’s revenue, Apple apparently isn’t ready to give up on the smart home category, and we’ll soon find out how serious its ambitions are.
