Apple is preparing to enter the home security market. The new product in the Home ecosystem will be a video doorbell with facial recognition. The device will allow owners to enter their homes without keys: the built-in system will scan the face and automatically unlock the electronic lock using the same Face ID technology as in the iPhone.

Advantages and privacy

Apple’s main advantage in this segment is its reputation for data protection. Unlike competitors, who often face criticism for collecting users’ video recordings, Apple plans to focus on full privacy. Video streams will be protected with end-to-end encryption, and facial recognition will occur directly on the device, preventing data from being uploaded to cloud storage.

Market competition

Apple’s interest in doorbells and video doorbells has increased against the backdrop of reputational issues at Amazon (owner of the Ring brand). Following several scandals involving the use of users’ video data for large-scale surveillance systems, trust in Amazon has declined. Analysts believe this is an ideal “window of opportunity” for Apple to launch its own secure product.

What users can expect

The device will be fully integrated into the Apple Home ecosystem. This will allow users to control the door via iPhone, Apple Watch, or Siri voice commands. The new product is expected to launch in 2026.

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