Apple’s Reported Camera Plans Could Disrupt Home Security Market

Apple is preparing to enter the home security camera market with a new lineup of products designed to compete directly with Amazon’s Ring and Google’s Nest, according to Bloomberg.

The recent report said the company is developing a battery-powered camera code-named “J450” that could last from several months to a year on a single charge. The devices are expected to include facial recognition and infrared sensors to detect who is in a room, potentially enabling tasks such as turning lights off when someone leaves or playing music preferred by a particular family member.

Bloomberg also reported that Apple has tested a doorbell with facial recognition technology capable of unlocking a door, and that the company is planning multiple types of cameras and related products as part of an entirely new hardware and software lineup. These efforts would build on Apple’s existing iCloud+ subscription services, which already provide online storage for video footage from third-party cameras.

A potentially disruptive move

Jennifer Kent, vice president of research at Parks Associates, told SecurityInfoWatch that Apple’s entrance could be significant given the company’s brand loyalty and installed base of devices.

“Apple’s entry into smart home security would be highly significant due to its loyal, affluent base and ecosystem strength,” she said. “Unlike Amazon and Google’s household focus, Apple’s individual-first strategy could carve out a premium, privacy-centric niche. This would likely disrupt DIY competitors first, while professional security providers would feel indirect pressure to differentiate on services and monitoring rather than compete head-to-head.”

According to Parks Associates’ “Home Security Consumer Insights” report, 47% of U.S. internet households have a security solution, either a system or device. Among the 35% who pay for a security service, one in five (21%) are paying for self-monitoring of video devices. Smart video devices are now in 33% of households, a trend Kent said is being driven by affordability, wireless flexibility and growing safety concerns.

Paid services remain central to the market: 78% of security system owners pay for some form of service, whether professional monitoring, self-monitoring or video storage. Roughly 19% of all internet households have professionally monitored systems, while 7% pay for non-professional services like alerts and video storage.

Ecosystem advantages

Kent, who pens Security Business's “The Smart Money”column, pointed to Apple’s reach and brand loyalty as differentiators. Parks Associates research shows that 61% of U.S. internet households own at least one Apple device, and one-quarter qualify as “Apple loyalists” who own three or more.

“Given this base, Apple’s expansion into smart cameras or automation would be significant, because it could integrate with products consumers already trust and use daily,” she said.

Parks Associates also found that Apple’s ecosystem lock-in is stronger than its rivals: 25% of U.S. internet households are Apple loyalists, compared to only 6% for Amazon or Samsung. Kent noted this stickiness effect could allow Apple to scale new devices rapidly if tied to iPhone or iCloud integration.

Apple’s strategy differs from its main rivals. Amazon, through Ring and Alexa, has built a family-centered smart home ecosystem, while Google’s Nest emphasizes AI-driven household management, according to Kent. By contrast, “Apple differs from Amazon and Google by designing its ecosystem primarily for the individual, focusing on health tracking, media, and productivity,” she said.

That approach could give the company a distinct position in the market, especially as Apple’s Net Promoter Scores outpace those of Amazon and Google across device categories, Ken explained.

Implications for professional security

Although Apple does not currently offer professional monitoring services, its entry into security could ripple across the industry. Kent noted that Amazon and Google already provide monitoring options such as Ring Protect and Nest Aware, while Apple’s potential offerings would likely pressure professional providers to compete on service quality rather than hardware alone.

“Professional providers may need to highlight comprehensive coverage, 24/7 monitoring, and multi-vendor compatibility, areas where Apple may not compete directly (at least initially),” Kent said. She also pointed out that Apple’s target customers — affluent, college-educated households — overlap with the segments integrators already pursue, potentially pushing professional firms to differentiate or find complementary niches.

Narrowing the gap between DIY and pro installs

Parks Associates research also shows that the cost gap between professional and self-installation has narrowed significantly, averaging $310 for pro installs compared with $291 for DIY. That convergence, coupled with simplified wireless hardware and promotional bundling, is helping expand consumer adoption of security solutions across both channels.

As Apple prepares to bring its own brand into the market, Kent suggested the company’s individual-first, privacy-focused approach could redefine expectations.

“This strong brand advocacy could give Apple a distinct advantage in premium smart security offerings,” she said, even as professional security firms look to emphasize their value in monitoring, service and integration.