I can see Apple making a go of it. But their real enemy is consumer apathy towards smart home products in general.

A speaker you can ask to play music or set a cooking timer is one thing, but in the grand scheme of things manually adjusting a thermostat or pressing a light switch isn't that hard.

Most of these products are just an attempt to clone functionality phones already provide in an effort to create an ecosystem where none exist. Phones, laptops and watches are ideal bedmates as they all come from the same stock; trying to shoehorn a TV or a Fridge into the mix hasn't really solved any problems.