Think home automation.
Count how many light switches you have in your home, how many power outlets .
Now think about having a Mac mini with a BIG RAID array with ALL you digital entertainment on it with Apple TVs as well as smart software to run all that home automation.
Software for the iPhone/iPad/Mac, APIs so that manufacturers of appliances like heating, cooking, alarm systems can link in to it all
Yes this available for commercial premises at a HUGE cost, but its a massive opening all around the world.
Just think, get onto your iPhone, check to see if you for got to turn the house alarm on, forgot to put the oven on, forgot to record your favourite TV show, did the kids leave the bedroom lights on.... got a tradesman going to do some work, put in a temp password for him 5 minutes before he arrives and kill it when he leaves...
HUGE world wide opening at the right price and if it all "just works"
Why would Apple limit its market so much to home owners? Renters (which in some countries far outweigh owners) would not be able to use these gadgets. In some countries body corporates would not allow even apartment owners to install automation devices (or at least make it hard to get approval). Cant see apple going for such a niche / limited market.
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it could also be the bod does not want stock manipulators dictating to apple what they should do.
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