Apple’s HomeView Trademark Hints at Smart Home Hub Ahead of October 13 Event

Apple may be behind a recently discovered HomeView trademark, filed through a shell company called Home Services LLC. The filing, which occurred last year in the U.S. and several other countries, has fueled speculation that Apple is preparing to launch a new smart home device. A separate shell company, Home Operations Suite LLC, filed a trademark for homeOS, an operating system name that could power the device. Apple has scheduled a launch event for Tuesday, October 13, titled ‘Welcome home,’ where it is expected to unveil a smart home hub.

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Shell Companies and Trademark Filings

Neither Home Services LLC nor Home Operations Suite LLC has been officially confirmed as an Apple subsidiary, but the pattern mirrors Apple’s past behavior. The company has a history of using shell companies to file trademarks for unannounced products. In 2023, before the launch of the Apple Vision Pro, a shell company filed the visionOS trademark, which later became the name of the headset’s operating system. Apple also filed an xrOS trademark but abandoned it. This precedent suggests that HomeView and homeOS could be more than coincidental.

What to Expect at the October 13 Event

The ‘Welcome home’ event is widely expected to introduce a smart home hub, described as a HomePod-iPad hybrid. The device could serve as a central control center for smart home accessories. While the HomeView trademark points to one possible name, Apple has not confirmed any branding. The operating system may be called homeOS, but that too remains speculative.

Possible Names for the Device

Beyond HomeView, other names have been floated for the smart home hub. ‘HomePad’ is one speculative option, evoking a tablet-like device for the home. ‘Apple Home’ is another possibility, though it could confuse users because Apple already offers an Apple Home app. The company also uses the Apple TV brand across a device, an app, and a streaming service, so a similar naming strategy could apply. ‘HomePod Pro’ has also been mentioned as a potential name.

Trademark filings do not always correspond with final branding. Apple’s xrOS filing is a prime example: it was abandoned, and visionOS was used instead. Therefore, while HomeView and homeOS are strong clues, the final names could differ.

Apple’s October 13 event will likely provide clarity. Until then, the HomeView trademark remains a compelling piece of evidence that Apple is moving deeper into the smart home market.