Apple on Tuesday unveiled a smart-home hub that taps iPhone user data ​to make Siri more personal, but promised privacy safeguards designed to keep that information out of the company's hands.

Amazon and Google have been selling smart displays for years. But Apple is betting that its familiar combination of sleek design and clever engineering can make HomeView a hit.

Apple on Tuesday announced a new home hub called HomeView. CNBC's MacKenzie Sigalos reports.

Apple may be preparing to call its rumored smart home hub “HomeView,” based on a trademark filing made by a shell company alongside a separate homeOS filing. Reports say the device could feature a display and serve as a hub for smart home controls,