Apple Inc. is delving into the realm of personal robotics, a venture that could potentially become the next groundbreaking endeavor for the tech giant, insiders reveal.
Engineers at Apple have been actively exploring the development of a mobile robot capable of autonomously navigating through households, sources privy to the matter disclose. Additionally, the company has been pioneering an advanced table-top device equipped with robotics to maneuver a display around the home environment.
While these projects are still in nascent stages, their potential release remains uncertain. However, Apple is under mounting pressure to diversify revenue streams following the cancellation of its electric vehicle project earlier this year and the prolonged timeline expected for its mixed-reality goggles to become a significant profit driver.
The integration of robotics into Apple’s repertoire could offer a substantial foothold within consumers’ homes and leverage advancements in artificial intelligence. Yet, the precise direction of these endeavors remains ambiguous. Despite the robotic smart display being more advanced compared to the mobile bot, it has oscillated in and out of Apple’s product roadmap over the years, insiders reveal.
The development of these robotics initiatives is underway within Apple’s hardware engineering division and its AI and machine-learning group, helmed by John Giannandrea. Matt Costello and Brian Lynch, executives focusing on home products, have spearheaded hardware development efforts. Nevertheless, Apple has yet to commit to either project, with the work still categorized as being in its early research phase. A spokesperson declined to comment on the matter.
Investor response to the news has been lukewarm, with Apple’s stock witnessing marginal gains before retracting following reports on the robotics ventures. Conversely, shares of iRobot Corp., known for its Roomba line, experienced a momentary surge, indicative of investors speculating on potential synergies with Apple’s interests in the field.
In light of the abandonment of its electric vehicle aspirations, Apple has redirected its strategic focus away from automotive ventures toward exploring opportunities in the home and mixed reality domains.
The inception of the table-top robotics project garnered enthusiasm from senior Apple executives, including hardware engineering chief John Ternus, and members of the industrial design team. Initially conceptualized to mimic users’ head movements during FaceTime sessions, the project aimed to precisely track individuals during video calls, among other functionalities.
However, apprehensions persist within the company regarding consumer willingness to pay a premium for such a device, compounded by technical challenges related to balancing the weight of the robotic motor on a small stand. Internal discord among Apple executives regarding the project’s feasibility further complicates its trajectory.
Adjacent to its Cupertino campus, Apple maintains a covert facility resembling a household interior for testing future home-centric initiatives. Among these ventures is the exploration of a new home hub device featuring an iPad-like display.
Apple’s relentless pursuit of groundbreaking innovations traces back to the Steve Jobs era. Yet, surpassing the monumental success of the iPhone, which accounted for over half of the company’s sales last year, presents an increasingly daunting challenge.
While the automotive sector held promise of substantial revenue growth, particularly with vehicles projected to retail around $100,000 each, Apple now looks to other ventures for expansion. These include enhancements to the Vision Pro, touch-screen Macs, AirPods integrated with cameras, and novel health technologies like a noninvasive blood sugar monitor.
Amidst its focus on diversification, Apple acknowledges the significance of artificial intelligence, an arena in which it is endeavoring to catch up, particularly in chatbots and generative technology. The potential convergence of these efforts with the ongoing robotics ventures highlights synergistic prospects.
If successful, Apple would join the ranks of tech titans delving into home robotics. While Amazon.com Inc. unveiled its Astro model in 2021, the device has yet to achieve widespread adoption. Notably, Amazon also attempted to acquire iRobot in 2022, albeit unsuccessfully, underscoring the competitive landscape within the industry.
The failed automotive venture, however, yielded insights and technologies foundational to other projects. Notably, developments such as the neural engine, initially conceptualized for vehicles, now underpin Apple’s AI chip, enhancing capabilities across its product range.
The original vision for Apple’s robotics venture envisaged a device capable of autonomous navigation and serving as a videoconferencing tool. However, ambitions extending to household chores, such as dishwashing, present formidable engineering challenges unlikely to be surmounted in the near future.
In a bid to bolster its robotics endeavors, Apple is actively recruiting talent in the field, signaling its commitment to expanding teams dedicated to the project. Job postings underscore the company’s focus on shaping AI to power the next generation of Apple products, emphasizing the need for innovative researchers and engineers.
As the landscape of technology continues to evolve, Apple’s foray into home robotics signifies a strategic pivot toward diversification and innovation, aiming to secure its position at the forefront of technological advancement.
Source https://www.bloomberg.com/news/articles/2024-04-03/apple-explores-home-robots-after-abandoning-car-efforts