[Digital Today reporter Choi Jae-won] Apple’s newly unveiled smart display, HomeView, is drawing attention for its advertisement. Unlike its existing polished and orderly ads, it depicts a hectic morning in a family of five, resonating with parents who have teenage children.

On Oct. 13 (local time), IT outlet The Verge reported that Apple’s roughly three-minute HomeView ad quickly shows the family’s everyday routine as they get ready for school and work.

In the ad, the father makes French toast and the mother busily looks for her keys. The siblings argue over the thermostat, and the son squirts whipped cream into his mouth. A sudden video call from the grandparents adds to the scene, and the kitchen quickly turns noisy.

At the end, the family gathers in front of HomeView and uses a security camera to check their daughter and her boyfriend leaving the house.

Reaction to the ad was divided. Technology analyst Benedict Evans (베네딕트 에번스) said, "The video is chaotic and stressful." By contrast, Bridget Carey (브리짓 캐리), a CNET editor, said it was "exactly like my morning" and praised it as "the most realistic" of Apple ads.

Other parents also said it accurately depicts a real family morning and expressed sympathy. Some staging in the ad, however, was criticised as unrealistic.

The outlet cited as the most unrealistic scene that no one in the family is holding an iPhone. It also raised questions about the daughter checking her boyfriend’s message on a shared screen next to her sibling, and about a hole in the middle of the kitchen for a power cable.

HomeView is a product that supports video calls and messages, checking schedules and controlling smart home devices through a 7-inch screen. Its U.S. price is $299, or about 401,600 won, and it will be released on Nov. 13. HomeView will first be launched in eight countries, including the United States, Britain and Canada. South Korea was excluded from the first-launch countries.

The outlet analysed that HomeView’s core value may lie less in solving family chaos than in enabling family members to communicate through a single screen instead of each looking at a smartphone. It added that it remains to be seen whether this usage pattern will take hold in real households.