The new ad, dubbed "Parenthood," is an iPhone-centric ad that focuses on families using smart home products in everyday life. In the ad, Apple demonstrates that the iPhone can be used to record a home video, find a lost dog, monitor your children, or turn off the lights in the house. This ad follows one earlier in the month, named "Strength," which focuses on the health and fitness market, showing people swimming, running, playing golf, lifting weights as well other activities.
The ad follows Apple's introduction of its HomeKit as part of iOS 8, the company's new mobile operating system, to be released in the fall. HomeKit will allow users to integrate computing hardware with smart appliances. Currently, there are a few partners for HomeKit, including Honeywell (HON), Texas Instruments (TXN), iHome, Phillips (PHG) and others.
According to Apple's Web site, "HomeKit is a new framework for communicating with and controlling connected devices in a user's home. Apps can enable users to discover devices in their home and configure them, or you can create actions to control those devices. Users can group actions together and trigger them using Siri." HomeKit will allow locks, lights, doors, thermostats, garage doors and other home-centric items to integrate into an iPhone or an iPad, using Siri to operate them.