LG Electronics has chosen Apple as a new partner for its AI Home initiative. Unlike Samsung Electronics, which integrates its Galaxy smartphones with TVs and home appliances, LG, having exited the smartphone business, is opting to tap into Apple's mobile ecosystem. Industry experts believe LG aims to leverage Apple's more than 2.5 billion active devices worldwide to establish customer touchpoints in the AI Home sector, competing with Samsung.
On October 13, LG unveiled seven new Internet of Things (IoT) devices developed in collaboration with Apple in Manhattan, New York. The lineup includes indoor and outdoor cameras, a doorbell, a door lock, a thermostat, and a temperature sensor. These products will first be available in the United States, Canada, and the United Kingdom by the end of the year.
This collaboration goes beyond merely controlling LG appliances via iPhones. Both companies participated in the initial product design, and the new devices will connect simultaneously to LG's AI Home platform, ThinQ, and Apple's ecosystem, including iPhones, iPads, and Apple Watches.
Analysts suggest that LG's expansion into the AI Home market is influenced by its past exit from the mobile phone sector. LG had previously operated in the mobile market with brands like 'Optimus' and 'G5' but withdrew from the smartphone business in 2021, citing financial losses. However, as AI Home technology advances, smartphones have re-emerged as crucial links between consumers and home devices.
In contrast to Samsung, which manufactures its Galaxy smartphones, Galaxy Watches, TVs, refrigerators, washing machines, and air conditioners, LG's strategy appears more focused. Samsung has built a structure that allows users to control appliances based on their location and lifestyle patterns through its SmartThings platform, which had 470 million registered users globally as of October 6.
By partnering with Apple, LG aims to address the absence of a mobile device that consumers carry throughout the day. Apple, a major competitor to Samsung in the smartphone market, boasts over 2.5 billion active devices worldwide, including iPhones, iPads, and Apple Watches. This partnership allows LG to connect with a vast mobile user base without re-entering the smartphone market.
The new products reflect this strategy. The thermostat can adjust heating and cooling based on user location, time, and weather, while the cameras and doorbell can distinguish between people, animals, and vehicles, detecting unusual situations. This collaboration combines LG's appliance and climate control technology with Apple's mobile user experience.
There is also an analysis suggesting that Apple needs LG as a partner. While Apple excels in smartphones, operating systems, and security, it does not manufacture major home appliances like refrigerators, washing machines, or air conditioners. Conversely, LG has expertise in home appliances and climate control technology but lacks a mobile platform. This partnership fills the gaps in both companies' offerings.
However, the presence of 2.5 billion active Apple devices does not automatically translate to LG AI Home users. It remains to be seen how many iPhone users will be attracted to ThinQ and LG appliances. Industry insiders view this joint development as LG's first significant step to compensate for its lack of a smartphone through external alliances.
One industry source stated, "Ultimately, the success of AI Home will depend on how seamlessly customers can connect their frequently used smartphones with home appliances. LG is likely to strengthen AI Home's connectivity by sharing Apple's mobile platform through this collaboration."
* This article has been translated by AI.
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