Apple Inc. has postponed the rollout of its smart home display, known within the company as the J490, and is now aiming for a release around September, according to people familiar with the matter. The move follows further delays in the development of a redesigned Siri voice assistant that is intended to serve as a core part of the device's user experience.
The smart display was initially planned for a spring 2025 debut, but the launch date has been pushed back multiple times as Apple continues to work on the revamped Siri. Insiders said the company had hoped to ship the product this month, anticipating the upgraded voice assistant would be ready on that schedule. Additional setbacks to Siri's completion have forced Apple to reschedule the release to around September.
Sources indicated that the physical hardware for the J490 has been complete for several months. Despite the finished hardware, Apple is withholding the product introduction pending the software upgrade. The people discussing the matter declined to be identified because the plans are private.
Summary
Apple's in-house smart display, J490, has been delayed again as the company addresses ongoing issues finishing a new version of Siri. While the device's hardware has been ready for months, software readiness remains the gating factor and has shifted the targeted launch to about September from its earlier spring 2025 timetable.
Key points
- Apple has moved the smart display's targeted release to around September due to continued delays with an upgraded Siri - consumer electronics and software sectors are directly affected.
- The device, internally called J490, was originally slated for spring 2025 but faced multiple postponements while work on Siri continued - implications for the smart-home product timeline and related supply chain partners exist.
- Although the hardware has been completed for several months, Apple is deferring the launch until the new Siri is finished - software development and integration remain central to the product's go-to-market timing.
Risks and uncertainties
- Uncertainty in Siri's development timeline - continued software delays could further affect the smart display's launch schedule, impacting consumer electronics rollout plans.
- Potential misalignment between finished hardware and unfinished core software - the decision to hold a completed device until software readiness introduces execution risk for the product's introduction.
- Private nature of internal plans - limited public information increases uncertainty about future adjustments to the timetable and how broadly delays may reach across related product lines.
All details in this report are based on disclosures from people familiar with the matter. They requested anonymity due to the confidentiality of internal planning. No additional claims or dates beyond those cited by the sources are included.