Apple is reportedly developing a Face ID doorbell, a major challenge to Amazon’s Ring, Google’s Nest, Ecobee, Arlo and others.

Apple has been rumored to be moving into the smart home market, with the company planning robots and assistants that will tap into the work it has done in the AI field. The company’s efforts have benefited from it killing off its autonomous automotive project, Project Titan.

According to CNET, Apple is working on a smart doorbell that will use Face ID-like tech to unlock the door for authorized individuals. Similarly, Apple is reported to be working on in-home cameras, similar to what is offered by Ring and Nest.

As CNET points out, Apple could be in a unique position to capitalize on its reputation for championing user privacy. Other companies have struggled with privacy, with Ring practically being a poster-child for the issues. Ring suffered a string of embarrassing security incidents, in which its cameras were repeatedly hacked and customers harassed. In the wake of the hacks, an investigation by VICE found that Ring’s security was abysmal.

In contrast, Apple has a reputation for offering its users strong security and privacy, often to the detriment of other features. That reputation could be a major factor in convincing users who have hesitated to get on the smart home bandwagon over privacy concerns.

Apple has been looking for its “next big thing.” Many thought autonomous vehicles could be that thing, before the company axed the program after spending billions on development. Apple is currently pushing its Vision Pro as the next evolution of computing, dubbed “spatial computing.”

Apple’s smart home venture could well be its “next big thing.”