Tim Cook is betting he can succeed where Mark Zuckerberg failed. Not everyone is convinced.

Analysts aren’t sold on this new Apple project.

It looks like Apple is pushing ahead with another new product as it continues to work out how AI will boost its booming ecosystem.

Whispers of new Apple hardware, from a foldable iPhone to a cheaper Vision Pro model, have swirled for months, but the tech giant appears to be leaning in another direction: a tabletop robot.

According to a report from Bloomberg’s Mark Gurman, the home device would have a large display similar to an iPad and a robotic arm that would allow it to move 360 degrees. Apple execs, including CEO Tim Cook, reportedly support the project.

Bloomberg reported that it could be released as early as 2026 or 2027. The price tag could be around $1,000, compared to the most recent iPad, which costs more than $3,000 with accessories. Apple didn’t respond to a request for comment from the outlet.

Some industry analysts aren’t convinced this product won’t end up like Meta’s Portal, a similar home device that was discontinued.

“We’re somewhat skeptical about the success of this rumored device, or if it’ll ever even get produced,” said William Kerwin, an analyst at Morningstar.

Apparent support from Apple’s higher-ups could bode well for the project, Apple Intelligence is set to launch in October.

However, apparent support from Apple’s higher-ups likely bodes well for the project. And with Apple Intelligence set to launch in October, new product investments could make sense for the long-term.

Previously, Gene Munster, managing partner at Deepwater Asset Management, told B-17 to expect the company’s AI investments to pay off “over the next few years.”

Still, tech analyst Jacob Bourne at Emarketer, a sister company to B-17, said the device could be “risky” given that so-called smart home technology hasn’t yielded a strong return on investment for Big Tech companies.

And Bourne said there are cheaper ways to capitalize on Apple Intelligence, what Apple is calling its AI offering. “Apple should focus on mobile and software innovation to boost sales,” he said.

Kerwin compared the device to Amazon’s Echo, a hands-free speaker and display with voice-control capabilities, which he described as not “very profitable.”

“We think a ‘robotic limb’ seems outside of Apple’s core competencies. We could see a less complex Echo-like device being successful for Apple, especially with its newfound generative AI software capabilities,” Kerwin told B-17.

Apple is known more for setting trends and creating demand than trying to keep up with consumers. Competitors have fallen short with similar home devices, but the full capabilities of Apple Intelligence remain to be seen.

However, it will take some convincing if it wants another iPhone moment.

“Any new products are essentially a drop in the bucket compared to the iPhone, which remains the firm’s largest driver at half of revenue,” Kerwin said.