Apple’s HomeView could reshape smart home expectations, Parks Associates says

DALLAS—Apple’s new HomeView platform could bring fresh attention to the smart home market while raising consumer expectations for security and artificial intelligence (AI), according to Jennifer Kent, VP of research at Parks Associates. 

Kent said Apple’s significance extends beyond the products themselves. 

“Anytime Apple really does something substantial in consumer technology, they have an impact just by virtue of their brand, their marketing spend and the attention that brings to the sector,” she said. 

While Apple has previously offered products such as HomePod and HomeKit, Kent said HomeView signals that the company sees a larger opportunity in the connected home market. 

According to Parks Associates research, 49% of households now own at least one core smart home device. 

“The most significant thing is renewed attention to the market,” Kent said. 

A stronger smart home play 

Parks research shows Apple trails Amazon and Google as a primary smart home control platform, but Kent said HomeView is designed to make Apple a stronger competitor by focusing on video, security and home control. 

“They’re being very focused on the core experiences consumers are looking for,” she said. “The rest of the Apple world works really well together.” 

The company is also entering a market where consumers remain open to change. Nearly 80% of smart home device owners say they would consider switching platforms, according to Parks Associates research. 

“It’s not a totally settled ecosystem or a totally settled market,” she said.  

Creating a unified smart home experience remains difficult because the market includes technologies from traditionally separate industries, including security, HVAC, appliances and lighting. 

“A security system is designed to work as a system,” Kent said. “The sensors, the cameras, the panel, everything is designed to work together.” 

Raising expectations for video and AI 

From a residential security perspective, Kent believes HomeView’s video-centric design is particularly important. Parks research found that 27% of current security system owners purchased a smart camera or video doorbell before investing in a full security system. 

“Video is the primary entry point for home security now,” she said. 

Kent also expects Apple’s AI capabilities to raise the bar for the industry. 

“It puts pressure on dealers and everyone else in the security industry to keep up,” she said. 

Trust remains a differentiator 

Kent said professional security providers retain one advantage: trust. 

Parks research consistently finds privacy and security concerns among the top barriers preventing non-users from adopting smart home technologies, concerns that are increasing as AI becomes more prevalent. 

“People are more skeptical,” Kent said. “They’re more fearful of what added intelligence could mean for data privacy and security.” 

When Parks surveys consumers about which organizations they trust to handle personal data, security providers consistently rank among the most trusted. 

“You’re already trusting them with the security of your home and your family,” she said. “That trust extends to believing they’ll do the right thing with your data.” 

Opportunities for providers 

Looking ahead, Kent does not see companies like Apple replacing professional security providers. Instead, she expects greater integration between technology platforms and the security industry. 

The key lesson for dealers and integrators, she said, is balancing AI-driven capabilities with the human expertise customers still value. 

“Don’t fall behind on those intelligence features,” Kent said. “But also remember that there’s still a place for humans. Security providers have trust, local presence and people who can respond when customers need help. Those strengths aren’t going away.” 

Related: Apple launches HomeView smart home and security hub