Report: Apple’s Upcoming Home Hub May Cost Around $350

Apple is reportedly planning a big smart home expansion push with a new home hub device expected to be released in spring 2026. However, the first version of the device, which was reportedly delayed to give Apple more time to work on Siri upgrades, could be much more expensive than competing devices from Amazon and Google.

According to a new report from Bloomberg’s Mark Gurman citing sources familiar with the project, Apple has “targeted a price of around $350 for the new device.” Gurman added that “Apple’s operations teams have been exploring ways to reduce manufacturing costs in hopes of bringing the price down, either for the initial release or subsequent generations.”

$350 is indeed quite a lot to ask considering that Apple has a challenger position in the smart home market. The company’s first-gen HomePod speaker was also priced at $350, and the second generation dropped to $299 without probably moving the needle. The company likely had more success with its $99 HomePod Mini, and a new version of the entry-level speaker is reportedly coming before the end of the year.

Back to Apple’s new home hub device: It will compete with Amazon’s new Echo Show 8 and Echo Show 11, which start at $179.99 and won’t ship until November 12. Gurman expects Apple’s device to come in two variants, one that looks like a HomePod mini with a screen, and another one designed to be hung on a wall, similar to Amazon’s 8-inch Echo Hub.

Both versions of the device are expected to feature a 7-inch screen, a FaceTime camera, and a UI that automatically adapts to the person who is using the device. The upgraded version of Siri, which Gurman expects to be ready in March, will be able to help users control smart home devices, music playback, and place video calls.

Gurman previously reported that Apple is also working on an indoor security camera and a more advanced version of its smart home display connected to a robotic arm. The reporter believes that the camera may be released in late 2026, but the tabletop robot may need two more years of development.