Apple is now setting its sights on robotics. Following the discontinuation of its self-driving car project, Project Titan, Apple is reportedly into robotics domain. This is seen as an effort to identify the next big thing after the iPhone.
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The company’s self-driving car project codenamed Project Titan, was once said as the company’s next great innovation. However after nearly a decade of development and an estimated $1 billion annual expenditure, the project was ultimately shelved.
The decision to abandon Project Titan was influenced by numerous challenges including technological hurdles and the fierce competition in the automotive industry.
The knowledge and technology developed during this endeavor have not gone to waste. Apple is now leveraging its expertise in autonomous systems, sensors and AI to explore new opportunities in the robotics field.
The company has redirected its focus towards robotics. The company’s robotics initiative is still in its early stages, but it is already generating huge buzz in the tech world.
According to Gurman, Apple is working on a series of robotic products that could revolutionize how consumers interact with technology.
This new venture is being led by Kevin Lynch, a veteran Apple executive who previously headed the company’s car team and watch software engineering division.
One of the first products expected to emerge from Apple’s robotics division is a tabletop device currently codenamed J595.
This device is anticipated to feature a large iPad-like display mounted on a base equipped with a robotic actuator. The base will allow the screen to move and rotate.
The company is reportedly targeting a launch date for this product between 2026 and 2027 with the device expected to retail for around $1,000.
The device could allow users to interact with their other Apple devices from a distance eliminating the need to physically retrieve them from another room.
The device’s robotic arm could reposition the screen for optimal viewing angles during video calls, mimicking the natural movement of a person’s head.
The device could function as a central hub for controlling smart home devices allowing users to check in on their home remotely or operate household appliances.
The device’s ability to swivel and adjust the screen could make it ideal for browsing recipes in the kitchen or consuming media content.
While the J595 tabletop device is the most concrete product in development, Apple is also exploring more projects including mobile robots and humanoid robots.
These products are still in the conceptual stage with potential launches not expected until the next decade.
The company has been criticized for lagging behind competitors like Amazon, Google and Microsoft in the AI and smart home markets.
With declining iPhone sales in regions like China, a $2 billion fine from the European Union and an antitrust lawsuit from the US Department of Justice, Apple needs a new product line to rejuvenate its growth prospects.
The company has successfully penetrated nearly every aspect of modern life with its devices. From smartphones and computers to wearables and home entertainment systems, the company has consistently set industry standards.
With the last product introduction being the Apple Vision Pro, Apple is under pressure to find new avenues for expansion.
Robotics appears to be the next frontier, where Apple can leverage its existing technology to create something innovative.
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Apple into robotics seems to be inspired by the desire to solve common, everyday problems that many people experience. These first-world problems might not be life-changing, but they present opportunities for convenience that consumers are likely to appreciate.
Imagine a device that could move closer to you when it’s just out of reach or a robot that could follow you around your home, making sure your devices are always within arm’s length.
The potential applications of robotics is beyond simple conveniences. For instance video conferencing could become more dynamic with a robot that adjusts its position to keep the user in view.
One of the rumors surrounding Apple’s robotics involves a device that combines an iPad with a robotic arm. This concept could serve as a multifunctional tool in the home.
The iPad-on-arm could function as a command center for smart home devices, a video conferencing tool or even a photography assistant that adjusts to capture the perfect shot without requiring the user to hold the device.
While the idea of a fully autonomous robot like Rosie from The Jetsons might still be a distant dream, the company exploration into robotics could lead to household devices that take on more complex tasks such as cleaning or organizing.
The company has not only utilized its in-house teams but has also brought in external experts to accelerate its robotics development. The company has reportedly hired specialists from Israel’s Technion and even explored the possibility of acquiring Boston Dynamics, a leader in advanced robotics although Hyundai invested heavily in the firm in 2021.
The first product expected from Apple’s robotics venture is a tabletop device that combines a large, iPad-like screen with a robotic base capable of movement.
This device is anticipated to serve as a home command center, videoconferencing machine and home security monitor.
The company is planning to launch this tabletop robotic device in 2026 or 2027 with a price point around $1,000. The company is already working with suppliers to bring this product to market.
One of competitors in the home robotics space is Amazon, which offers a robot named Astro. Priced at $1,600, Astro can navigate the home, monitor specific rooms or people and even offer care for aging loved ones. It also integrates with Alexa for voice commands.
Another competitor is Sony’s Aibo, a robotic dog priced at $2,900. Aibo mimics the behavior of a real dog, offering dynamic movements, lifelike expressions and the ability to learn and respond to commands.
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