The $1,000 robotic arm: Apple’s bold bet on robotics and AI integration

New iPhone models, Apple Watches, AirPods, and possibly even a new iPad are expected to be presented at Apple's annual hardware launch event on September 9. However, what will not be shown is a groundbreaking hardware product that could introduce Apple to a new field and open up a significant revenue stream.

In fact, the technology giant has not launched a major mainstream product since the Apple Watch in 2015. While AirPods have been very successful, they are considered an ancillary product, and the Vision Pro mixed reality headset has achieved only niche success. Despite having widely used and diversified products that receive frequent updates, Apple has struggled to make a significant breakthrough in new areas.

That may change in the coming years. According to a Bloomberg report, Apple is targeting robotics as its next major development field. The company has recently accelerated the development of a desktop product that combines an iPad with a robotic arm, expected to be just the first in a series of robotic products, including a humanoid home robot. However, Apple will face a significant challenge: determining whether there are practical scenarios that justify the high price tags expected for these products.

Apple’s robotics efforts trace back to the failure of its ambitious autonomous car project, which was canceled earlier this year after a decade of development and investments exceeding $10 billion. Bloomberg reports that Apple's automotive endeavors are now foundational to its robotics ambitions, as an autonomous car is essentially a giant robot on wheels. Many of the technologies developed for the car project can be applied to other robotics products.

The first product Apple is expected to launch in this field is a slim robotic arm with a large screen at its end. The arm can move the screen up and down and rotate 360 degrees. Developed under the code name J595, this product is intended to serve as a hub for smart homes, a device for video calls, and a tool for controlling home security systems. Approved in 2022, development has accelerated significantly in recent months, with several hundred employees currently involved. The product is projected for launch in 2026 or 2027, with an anticipated price tag of around $1,000.

The project is led by Vice President of Technology Kevin Lynch, who previously headed the autonomous car project and played a significant role in the development of the first Apple Watch. He reports directly to John Giannandrea, head of Apple’s artificial intelligence division, highlighting Apple’s intention to integrate its AI system, Apple Intelligence, into its robotics products.

Bloomberg reports that AI-based control will be a central feature of the robotic arm, allowing it to respond to commands such as “look at me” by moving the screen toward the speaker, or automatically adjusting focus based on the speaker’s position.

The iPad arm is expected to be the first in a line of robotic devices Apple is developing. Sources familiar with the matter told Bloomberg that the company is also working on a robot capable of moving around the house and is exploring the development of a humanoid robot. These efforts are led by robotics expert Hanns Wolfram Tappeiner, who heads a team of 100 engineers from the autonomous car project.

Apple's main challenge, beyond the technical hurdles of developing robotics products, will be convincing consumers that the use cases for these products justify their high price. Features such as a device that can reach you when it's out of reach, making video calls without holding the screen, a convenient screen for recipes while cooking, or remote monitoring of different rooms may not seem to warrant the purchase of another expensive device—especially when cheaper alternatives like stands are available.

Bloomberg reports that Apple envisions devices capable of performing household chores like laundry and dishwashing. However, this vision seems more distant and fantastical at present. The only consumer robotics product to achieve significant success so far is the Roomba, which simply rolls on flat floors and collects dust, facing challenges with messy floors and obstacles.

When Apple's first robot hits the market, it may initially be clunky, unimpressive, limited in use, and expensive. Convincing the general public of its necessity may be challenging, though not as difficult as selling the Vision Pro. Nonetheless, if Apple can overcome the complex technological challenges of robotics development, this field represents a promising opportunity for launching a significant new product line.