No doubt the smart home space has been mostly ignored by Apple, other than speakers and AppleTV. But because each iPhone, iPad and Mac can drive smart home products, what Apple is really missing is the hub. I’m just not sure that a hub needs to be screen-based. Why not just make the AppleTV a hub, or go back to producing an AirPort-like device that each Apple device can connect with to run lights, speakers, etc.?You bring up a really good use case. Thanks for that.
As to "I’m just not sure what the selling point will be for a household of people already in the Apple ecosystem" I have an answer: extension of that Apple ecosystem to include the [IMO important] smarthome space.