Apple’s HomeView costs $299, ships November 13, and runs only the software Apple allows. The smart display has no App Store, so owners get Apple’s own apps plus a few media services beamed over from an iPhone. The wall-mounted version costs more than its sticker says, and its face recognition leans on a single camera.

Apple unveiled the device Tuesday at its “Welcome Home” event in New York, and pre-orders opened the same day. Apple says it packs an A18 chip and a seven-inch touch display, and a 12-megapixel camera for FaceTime.

The hardware has real charm. The screen dims to 0.3 nits, so it works on a bedside table, and the countertop model comes with a USB-C cable and power adapter, which the wall-mounted model leaves out. A second hands-on video notes that the display tilts up and down but cannot swivel.

Software is where the limits show. Apple lists Messages, FaceTime, Calendar, Music, Podcasts and News, and says the display supports compatible third-party audio and video apps from a paired iPhone. Bloomberg’s Mark Gurman reported the missing App Store two days before launch. Apple’s bet is on Siri and partner accessories instead.

Marques Brownlee spent a day with the display. Spotify and similar services work by streaming from your iPhone over AirPlay or CarPlay, he said, because nothing third-party runs on the device itself.

Recognition has its own catch. HomeView can pick out up to six faces and switch to each person’s calendar and messages, which Brownlee called clever. But it uses a single camera with no infrared or depth sensing, and it cannot tell voices apart. Brownlee’s Nest Hub Max can recognize his voice, though not every time. HomeView has to see you first.

Amazon’s Echo Hub costs $179.99 and Google’s Nest Hub Max costs $229. On the other hand, the wall-mounted HomeView also costs $299, yet it will not run without a mount and a power solution, all sold separately. Schneider Home makes the mounts. The USB-C mount costs $59.95 and still needs an adapter, the wired AC mount costs $79.95, and the Power over Ethernet version costs $129.95 but does not arrive until early 2027. The cheapest wall setup lands near $359 before a power adapter, and without a base, it has no woofer. Bummer.

The accessory lineup is kinda thin on day one. Apple built its Home Collection with LG and Schneider Electric, covering cameras, a doorbell, a smart lock, and thermostats. Availability starts in December, with select accessories following in early 2027, Apple says.

Siri AI has to carry the rest, and Apple labels it a beta on HomeView. Tom’s Guide found plenty of online complaints that it is slow, and MKBHD agreed it still lags, though he said it does more than before.

Counterpoint Research’s Mohit Agrawal sees a race. He said Apple is putting Siri in the room before Google and Amazon lock in those households. He added that the LG and Schneider deals let Apple fill out the home quickly.

Brownlee’s verdict is a skip for most people, though a second generation might win him over.

Apple is asking buyers to put a lot of faith in what comes next. I’d rather see how it all works before giving it a spot in my home.