It's best known for its iPhones, iPads, Macs and Apple Watches, but Apple has shifted its focus into an unexpected category today, with the launch of a new smart home device.

Called the Apple HomeView, the £299 device was announced at an event in New York today, and is described as a 'smart home management' system.

A discreet, 7-inch display recognises different family members' faces, and brings up a personalised display depending on who it is.

It can do everything from playing music to making FaceTime calls, and can also draw on each user's personal context, such as their Calendar and Messages.

'Apple HomeView is designed to be shared by everyone in the home yet feel completely personal to each user,' said Greg Joswiak, Apple's senior vice president of Worldwide Marketing.

'It recognises your face to shift from a household screen to your own experience, fills the room with incredible sound, keeps you connected to the people who matter most with FaceTime, and makes it easy to control your smart home.

'And it's powered by Apple Intelligence with Siri AI at its core, drawing on personal context from your iPhone to help you find what you need and get more done, all while keeping everyone's information private and secure.'

The HomeView comes in two models – as a free-standing device that can sit on a countertop, or as a more discreet wall-mounted model.

The free-standing version features a domed speaker base that comes in four colours – silver, starlight, rose pink and space grey.

Meanwhile, the wall-mounted model comes in two colours – space grey and silver – and is attached to the wall using three purpose-built mounts.

The device can recognise up to six people's faces, and brings up a personalised experience for each one.

For example, if I approached the device, it would bring up my Messages, Calendar, and favourite apps, such as Spotify, Mob, and Instagram.

However, if I walked away from the device and my husband then approached it, it would switch to his personalised setup.

If neither of us was near it, the device would then display our shared photo albums and music.

HomeView features Siri AI, which can answer questions on 'virtually any topic', according to Apple.

What's more, this Siri AI syncs with your other Apple products, so if you've previously asked Apple's smart assistant something on your iPhone, you can pick up the conversation on the HomeView.

In terms of displays, Apple has included a range of options, ranging from simple clocks to Snoopy animations, as well as the option to display photos from a shared album.

Beyond entertainment, HomeView also allows you to control your home if you use other smart devices.

You can view camera feeds, adjust the thermostat and lights, lock smart doors, or even close the blinds.

'The Home Camera face can livestream up to nine video feeds at once, letting users keep an eye on doorstep deliveries and pets playing in the yard,' Apple explained.

What's more, the HomeView can detect the sound of smoke or carbon monoxide alarms while you're out the house, and can alert you on your iPhone, iPad, or Apple Watch.

As always, Apple has built the device with privacy 'at its core'.

Though the device can be shared across different family members, personal content can only be accessed when the enrolled user is recognised by their face, and when their iPhone or iPad is present and recently unlocked.

The device is available for pre-order from today, with sales from November 13, and is priced at £299 in the UK, and $299 in the US.

At the New York event, Apple also announced a new HomePod Mini 2 and the next generation of Apple TV 4K.

The £149/$149 HomePod Mini 2 features Siri AI and enhanced audio and comes in five colours – pink, green, blue, white and midnight.

Meanwhile, the £299/$299 Apple TV 4K has built-in far-field microphones, allowing users to talk to Siri hands-free.