Mark Gurman’s latest report brings Apple back into focus for smart home innovations. After weeks of discussions about a HomePod with a screen expected in 2026, today’s spotlight is on another intriguing gadget that Apple has already started developing. As mentioned in the title, it’s a product you’d never imagine buying from an Apple Store. And no, we’re not talking about third-party products—this one would carry the Apple logo and be fully designed and manufactured by Apple itself.
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What is it? According to Mark Gurman’s weekly column, Apple is expected to release a smart doorbell by the end of 2025. Yes, you heard that right—a doorbell. This device would include Face ID technology, similar to what is currently available on iPhones, allowing users to unlock their homes or businesses simply by showing their face.
Just like with the iPhone, iPad, and Mac, Apple would ensure that all images captured by this smart doorbell are processed directly on the device, without the need to share them externally. This would be made possible by ‘Proxima,’ a specialized chip that Apple is reportedly developing alongside the product.
At first, this might sound like an April Fool’s joke or an unimportant rumor, but the source is Mark Gurman—one of the most credible leakers and analysts in the Apple ecosystem. When Gurman reports something, it’s worth paying attention, as his information often comes from Apple employees or external suppliers involved in manufacturing its components.
Why would anyone want a doorbell made by Apple?
It’s clear that Apple is making a serious effort to expand into the smart home market. While the HomePod has been around for years, its success has been modest. Apple aims to change this by offering a wider range of products and more advanced options for monitoring and integrating with everyday activities. The rumored smart doorbell is a prime example of this strategy.
Alexa and Google Home have thrived, not just because they are affordable, but because they offer hundreds of products deeply integrated into their ecosystems—something Apple hasn’t achieved yet. With devices like the HomePod with a screen and this smart doorbell, Apple’s product catalog would grow, making its ecosystem more appealing to consumers.
Of course, there are already many HomeKit-compatible gadgets, but Apple aims to fill its users’ homes with its own products—devices it designs from the ground up, puts its signature on, and proudly stamps with the Apple logo.
If you’re excited about the idea of buying an Apple smart doorbell, you’ll need to be patient. According to Gurman, the company is considering a potential launch by the end of 2025.