After giving up on developing its own electric car, Apple is still searching for the next big thing to help it maintain its market leadership and open up new revenue streams. Personal robots is one of the areas the company is investigating, according to Mark Gurman of Bloomberg. According to reports, it began researching electric cars and robots simultaneously in an effort to create a machine that doesn’t require human assistance.
While Apple’s robotics projects are still in the very early stages, Bloomberg said it had already started working on a mobile robot that can follow users around their home and had already developed a table-top device that uses a robot to move a screen around. The idea behind the latter is to have a machine that can mimic head movements and can lock on to a single person in a group, presumably for a better video call experience. Since these robots are supposed to be able to move on their own, the company is also looking into the use of algorithms for navigation. Based on the report, Apple’s home devices group is in charge of their development, and at least one engineer who worked on its scrapped EV initiative has joined the team.
Robots, however, aren’t like phones in the sense that people these days need them in their lives. Apple is apparently worried about whether people would pay “top dollar” for the robots it has in mind, and executives still can’t get to an agreement on whether the company should keep working on these projects. Gurman previously reported that Apple may have sold its EV for $100,000 — if that’s true, it had a bigger potential to grow the company’s revenue. But the Apple Car is now out of the picture, and the company is reportedly putting all of its focus on the Vision Pro and new products for the home, which also includes a home hub device with a display that resembles an iPad. Of course, Apple could still scrap these projects, and it could find other classes of products to invest in if it discovers that they could bring in bigger money in the future.
