Summary

Gruber shares early impressions of Apple's newly announced HomeView, a kitchen-counter smart display, and finds himself deeply skeptical. His central concern is that Apple's own introductory video fails to answer the fundamental question of why anyone would reach for HomeView instead of their iPhone. He methodically dissects the marketing video's dishonest handling of the power cable situation, noting that the 'hole drilled in the countertop' setup depicted is pure fantasy. He observes the device is smaller than expected — closer to a HomePod Mini with a screen than a full HomePod — and notes its square aspect ratio makes it poorly suited for video. Ultimately he concludes that HomeView hasn't earned the prominent, permanent real estate it requires to be useful.

Key Insight

HomeView is a solution in search of a problem — a device that demands prominent permanent placement but whose own marketing video can't articulate why you'd ever choose it over the phone already in your pocket.

Spicy Quotes (click to share)

• 6

  The countertop hole this cable disappears into in this video is less ideal and more dishonest.

• 7

  If you think that slight reframing is happenstance, you should stay away from poker tables.

• 5

  There's a real 'Why do we need this?' question here and I don't think Apple's video answers it, at all.

• 8

  I'd have told my son to make his own goddamn French toast with that attitude.

• 5

  HomeView needs to be in a prominent location for its display to serve any practical purpose. Apple's initial pitch for it doesn't earn that prominence for me.

• 6

  My skepticism boils down to the question of why anyone would want to add one (or more!) additional ever-present screens to our homes and lives.

• 7

  In the four days since HomeView was announced, I've tried to imagine when I'd want to look at something on a screen on either of them. My count remains at zero.

Tone

skeptical, critical, witty