What iDevices does

iDevices is a smart home device brand, founded in 2009 and based in Canton Center, Connecticut, that develops Wi-Fi- and Bluetooth-enabled, app-controlled products for iOS and Android users. The company now operates as an acquired brand within Hubbell Wiring Device-Kellems, a division of Hubbell Incorporated (NYSE: HUBN), a diversified electrical equipment manufacturer. iDevices serves residential consumers — homeowners and renters — seeking to retrofit existing homes with smart lighting, climate, and outlet control without specialized wiring beyond standard electrical boxes.

The product portfolio spans smart wall switches, dimmer switches, wall outlets, thermostats, and a battery-powered Bluetooth companion (the Instant Switch), all managed through the iDevices Connected mobile app. Its differentiated offering, the iDevices Instinct, embeds Amazon Alexa directly into a wall switch and includes proprietary SOEN Audio for music and podcast playback. Across the line, products support multi-platform voice control via Amazon Alexa, Apple HomeKit/Siri, and Google Assistant, with features such as individual outlet control, energy monitoring, scheduling, and brightness memory. The iDevices and SOEN names are registered trademarks.

The business model is hardware-centric: revenue is generated through one-time sales of smart home devices to residential consumers and, in some cases, contractors and installers. Go-to-market runs through Hubbell's established distribution infrastructure — electrical wholesalers, home improvement retail, authorized distributors via a "Where to Buy" locator, and a direct sales representative network for professional and bulk buyers. Pricing is not publicly disclosed and follows a quote-based process through Hubbell channels. Marketing is integrated into Hubbell's broader ecosystem (online catalog, video and literature libraries, blog, and sales resources).

Name

iDevices

Legal name

Hubbell Incorporated

Website

https://idevicesinc.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

iDevices develops Wi-Fi- and Bluetooth-enabled smart home products — switches, dimmers, outlets, and thermostats controlled via a mobile app and voice assistants — for residential consumers, operating as a brand within Hubbell Wiring Device-Kellems.

Ownership category

akta.pro rank

Product category

Smart Home Devices

NAICS

Wiring Device Manufacturing (33593), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512), Current-Carrying Wiring Device Manufacturing (335931)

SIC

Electric Lighting & Wiring Equipment (3640), Auto Controls For Regulating Residential & Comml Environments (3822)

akta.pro primary industry

Smart Lighting & Controls Retail (Smart Switches, Dimmers, Hubs) (CRAIAHAF)

akta.pro secondary industries

Smart Plugs, Outlets & Energy Monitoring Retail (CRAIAMAJ), Smart Lighting & Electrical (Bulbs, Switches, Plugs) Retail (CRACAGAB), Home Automation Hub/Platform Integration for Electrical & HVAC (e.g., HomeKit/Google/Alexa) (HSAOANAI)

Keywords

• Smart home devices
• Wifi wall switches
• Home automation
• Smart thermostats
• Voice control integration

Headquarters

HQ city

Canton Center

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Personnel, Operations, Marketing or Sales

Revenue model

1. Smart Home Hardware Sales: iDevices generates revenue through the sale of smart home devices including wall switches, dimmers, outlets, thermostats, and companion switches. These are one-time hardware purchases made by residential consumers and possibly contractors/installers for home automation installations.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

iDevices designs, develops, and sells Wi-Fi and Bluetooth-enabled smart home devices—including wall switches, dimmer switches, wall outlets, thermostats, a wireless companion switch, and a smart wall switch with built-in Amazon Alexa. Products install into standard electrical boxes and are controlled via the iDevices Connected mobile app or through Amazon Alexa, Apple HomeKit/Siri, and Google Assistant voice platforms for residential home automation.

Product overview

iDevices is a smart home device brand under Hubbell Wiring Device-Kellems that offers a portfolio of Wi-Fi and Bluetooth-enabled smart home products including wall switches, dimmers, outlets, thermostats, and companion switches. The core products (Wall Switch, Dimmer Switch, Wall Outlet, Thermostat) provide foundational smart home control with multi-platform voice assistant support via Amazon Alexa, Apple HomeKit/Siri, and Google Assistant. The iDevices Instinct represents a differentiated offering with Alexa built directly into the switch. The Instant Switch provides wireless companion control via Bluetooth. All products are managed through the iDevices Connected mobile app, creating an integrated smart home ecosystem for controlling lights, thermostats, and other connected devices.

Differentiator

Problem solved

Functional benefit

Products and services

• iDevices Instinct Wi-Fi enabled smart wall switch with Amazon Alexa built directly into the device, enabling hands-free voice control, music and podcast playback via SOEN Audio, and a sleek screwless faceplate for residential whole-home control.
• iDevices Instant Switch Battery-powered wireless companion switch that pairs via Bluetooth with compatible iDevices products to add a wireless wall switch placement virtually anywhere in the home.
• iDevices Wall Switch Wi-Fi enabled smart wall switch supporting single-pole or 3- and 4-way setups for flexible lighting and fan control, with voice control via Siri, Alexa, or Google Assistant for residential whole-home control.
• iDevices Dimmer Switch Wi-Fi enabled dimmer switch supporting single-pole or 3- and 4-way setups with customizable brightness control, flicker prevention, brightness memory, and voice control via Siri, Alexa, or Google Assistant.
• iDevices Wall Outlet Wi-Fi enabled smart duplex wall outlet featuring individual outlet control, scheduling, and energy monitoring, compatible with Amazon Alexa, Apple HomeKit, and Google Assistant.
• iDevices Thermostat Wi-Fi enabled smart thermostat compatible with most heating and cooling systems, featuring standard size and modern aesthetics, with voice control via Siri, Alexa, or Google Assistant.

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability2 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• Amazon AlexacoreTechnology or IntegrationAmazon Alexa is integrated into the iDevices Instinct wall switch, providing built-in voice assistant capabilities. This integration enables hands-free voice control of smart home devices, music playback, and access to Alexa skills without requiring a separate smart speaker device.
• Apple HomeKitcoreTechnology or IntegrationiDevices products including Wall Switch, Dimmer Switch, Wall Outlet, and Thermostat are certified Works with Apple HomeKit, enabling Siri voice control and integration with the Apple Home app for seamless smart home management.
• Google AssistantcoreTechnology or IntegrationiDevices smart home products support Google Assistant for voice control, allowing users to manage lighting, thermostats, and other devices using Google Home and voice commands across Google Assistant-enabled devices.

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Direct peers

• Lutron Electronics: Lutron is a leading manufacturer of residential and commercial lighting controls, including Caséta smart dimmers and switches that compete head-to-head with iDevices' Wall Switch and Dimmer Switch across professional installer and DIY channels.
• Leviton: Leviton manufactures Decora Smart switches, dimmers, and outlets with voice assistant integration that directly overlap iDevices' Wall Switch, Dimmer Switch, and Wall Outlet product lines, and shares the electrical wholesaler distribution motion.
• TP-Link Kasa Smart: Kasa Smart offers Wi-Fi smart switches, plugs, and lighting products with Alexa and Google Assistant support, competing with iDevices on price-led retail shelves at Amazon, Best Buy, and Home Depot.
• Wemo (Belkin): Wemo sells HomeKit- and Alexa-compatible smart plugs, switches, and dimmers directly competing with iDevices' Wall Switch, Dimmer Switch, and Wall Outlet SKUs in the consumer retail channel.
• Ecobee: Ecobee makes smart thermostats with Alexa built-in and HomeKit/Google Assistant support that directly compete with the iDevices Thermostat in the connected HVAC control category.
• Honeywell Home (Resideo): Honeywell Home (under Resideo) sells T-series smart thermostats with multi-platform voice support that compete directly with the iDevices Thermostat across retail and professional installer channels.

Broad incumbents

• Google Nest: Google Nest offers a broad smart home portfolio (thermostats, cameras, doorbells, speakers) that overlaps with iDevices' thermostat and voice-controlled lighting categories as a much larger platform incumbent.
• Amazon Ring / eero: Amazon-owned Ring and eero compete in the broader smart home ecosystem with cameras, lighting, and networking, and benefit from Amazon's Alexa ecosystem that iDevices integrates with.
• Schneider Electric (Wiser): Schneider Electric's Wiser platform offers smart switches, dimmers, and energy management that compete with iDevices globally, leveraging Schneider's electrical wholesaler footprint analogous to Hubbell's.

Emerging players

• LIFX: LIFX makes Wi-Fi smart lighting products (bulbs, light strips) that complement or substitute for smart switch-based lighting control, representing an adjacent emerging player in the connected lighting category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

• Xx.com/idevices
• Facebookfacebook.com/iDevicesLLC
• LinkedInlinkedin.com/company/idevices-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds4 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about iDevices