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Pro The blinds are completely custom made to suit your needs
You get to choose everything about the blinds - from the style (honeycomb or roller) to the power supply (battery, wired, or manual), mounting options, size, fabrics to be used...virtually everything can be custom picked allowing for your own preferences.
Pro Can be activated by your location (geofencing)
Geofencing is the term used when your (or more accurately, your phone's) physical location activates a product. In this case, you can set the blinds to open when you get home, and close when you leave home automatically with no action taken on your part.
Pro Easy to use
You can use Siri or the included remote to control the shades - whichever is easier for you at the time.
Pro Straightforward install
While it can take an hour to install all the necessary equipment (once you have the bridge setup subsequent install times will drop), it isn't difficult at all. You don't need any special tools - just a regular screwdriver.
Pro Quiet operation
The motors used to raise/lower the shades are very quiet, leading to a futuristic feeling when you see them operate themselves.
Con Very expensive
Each shade costs at least $350, and the price increases from there if you choose more premium options.
Con Smart Bridge is needed for HomeKit integration
The Smart Bridge is another device to install, and it doesn't come cheap either at $150. With the blinds already priced at at least $350, the total cost for the first blind is $500. Without the Smart Bridge, battery life (if you have the battery powered model) will suffer greatly and you won't be able to control the blinds using HomeKit which is really the leading feature.
Con Somewhat spotty performance
Geofencing and Siri control are still being improved, but right now sometimes they work and sometimes they don't.