Apple’s reportedly cooking up something new… and no, it’s not a resurrection of the iCar, iGlasses, or an iToaster (though, let’s be honest, we’d totally buy that).

This time, it’s a smart doorbell with Face ID. Steve Jobs’ baby wants to take your home security up a notch by letting your door recognize you the same way your iPhone does. Convenient? I’ll give you that. But is it genius? That’s the billion-dollar question.

So, how’s this thing supposed to work? The Face ID-enabled doorbell will scan your face as you walk up to the door, sending a signal to a smart lock that’s like, “Yeah, they’re cool… let ’em in.” No keys. No fumbling with groceries while kicking the door. It’s all wireless, all seamless, and, knowing Apple, probably all very expensive (maybe even a monthly subscription).

The device will likely play nice with existing HomeKit-compatible locks or debut alongside a new lock from an exclusive Apple-approved partner. And let’s be real… Apple doesn’t do half-baked (well, except for the OG HomePod). This thing is expected to pack their fancy new “Proxima” Wi-Fi/Bluetooth chip for that trademark buttery-smooth Apple vibe. But don’t hold your breath, apparently, it’s not hitting doorsteps until 2025. 

Now, Amazon’s Ring has basically owned the smart doorbell market since like… forever. They’ve got cameras, motion sensors, and enough neighborhood drama footage to start their own Big Brother reality show. Then there’s Google’s Nest, quietly creeping around with its sleek designs and Google Assistant integration.

So what’s Apple bringing to the block party? Face ID and privacy. While Ring has a reputation for sharing footage with the cops (even when you didn’t ask), Apple’s all about keeping your data locked down. Face ID info will be processed locally on their Secure Enclave chip (so no, your face won’t be hanging out on a server somewhere in Timbuktu).

Apple’s smart home track record is… spotty at best. HomeKit has been around since 2014 and hasn’t exactly set the world on fire. Remember the first HomePod? Neither does anyone else. If Apple wants to dethrone Ring, they’re gonna need more than just privacy buzzwords to get people to abandon Ring and bite the bullet.

Here’s the thing about tech that controls your actual front door: It has to work. Every. Single. Time. What happens if it doesn’t recognize your face because you got sunburned or decided to grow a mustache? Do you sleep on the porch? And what if someone finds a way to spoof the system? Congrats, you’ve just given burglars an open door to your living room.

Mark Gurman of Bloomberg also notes the PR disaster waiting to happen if Apple’s doorbell ever gets blamed for a break-in. Imagine the headlines: “Apple Doorbell Helps Thieves Steal Christmas”. Not a great look. The doorbell is just part of Apple’s rumored smart home takeover plan. We’re talking wall-mounted hubs, a robot-armed smart display (yes, really), and maybe even an Apple-branded TV. Tim Cook’s clearly on a mission to make your house smarter, one overpriced gadget at a time.

Apple’s stock is already a fortress. They could announce they’re making Bluetooth toothbrushes, and the market would still give them a standing ovation. But this smart doorbell, combined with their broader smart home push, could be a sleeper hit. If they manage to build an ecosystem that rivals Amazon and Google, Apple could add another big-time revenue generator to their already wealthy empire.

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Stock.News has positions in Apple, Amazon, and Alphabet mentioned in article.