Home automation/IoT is still a thing that could be it. And I'm honestly surprised Apple hasn't been more aggressive with HomeKit etc. With more and more crappy IoT devices, Apple coming out with a reliable and well-integrated platform could be great. I don't have Apple stuff, but the people I know that do often cite good integration between everything as a reason, so I think that angle might work.

They have voice control tech, they have end devices in all important form factors (TV, tablets, phones, watch), they have customers that like everything being tied together.

Only issue is that I'm not sure if they could do it with external partners making most of the devices (how do you guarantee quality to people? Premium home IoT is scarce for now), and making everything themselves would be a lot of different pieces to make.