The tech world has long been fascinated by the epic rivalry between Google and OpenAI, a high-octane race for the best artificial intelligence model. But according to OpenAI CEO Sam Altman, we’ve been watching the wrong scoreboard. He has declared that the true, high-stakes battle for the future of AI isn’t being fought in the data centers of Silicon Valley, but rather in the pocket of nearly every person on earth, positioning Apple as the company’s most formidable long-term competitor.
Altman is betting that the current device ecosystem simply isn’t built for the age of AI. He argues that today’s smartphones are clunky containers for advanced AI, only unlocking a fraction of their true potential. In his view, the future belongs to the company that controls the device layer, not just the software, which is a significant structural threat to a purely software-focused company like OpenAI.
The stakes are enormous. If Apple successfully integrates its own AI agents directly into its dominant iOS operating system, it could relegate companies like OpenAI to being merely an app, subject to the platform’s rules and controls. With hundreds of millions of users already locked into the Apple ecosystem, the company holds an overwhelming structural advantage.
The ‘iPhone Moment’ for AI
To fight fire with fire, OpenAI isn’t just improving its models; it is going vertical by building its own hardware. Altman has embarked on his most ambitious project yet: creating a new category of consumer device that he believes will be a “fundamentally new kind of computer” and eventually replace the smartphone as the primary way people interact with artificial intelligence.
To spearhead this effort, Altman has teamed up with perhaps the only person on the planet with the design pedigree to challenge Apple: Sir Jony Ive, the legendary designer behind the iPhone, iPod, and iMac. OpenAI acquired Ive’s design start-up, a monumental move that brought the acclaimed designer and a team of former Apple engineers into the fold. The new device is rumored to be a purpose-built, screenless, ambient AI companion, designed to be aware of its surroundings and integrate seamlessly into a user’s life with “calm, not chaos.”
This is far more than a conceptual exercise. OpenAI has already aggressively recruited more than 40 engineers from Apple to staff its new hardware division, signaling a serious investment in the new form factor. The company has plans to launch this dedicated ChatGPT device within the next two years, with many reports targeting a debut around late 2026.
For Altman, this isn’t just a product launch; it’s a bid for control over the entire user experience. He’s pushing for what he calls the “third core device,” a piece of technology that will stand alongside the laptop and the smartphone as an essential fixture of modern life. By controlling the entire stack, from the foundational model to the custom chips and the device itself, OpenAI aims to escape platform dependency and ensure that its AI remains the dominant force shaping human-computer interaction for the next decade.
The original rivalry was a software sprint. This new one is a battle for the very chassis of our digital lives, and it’s a clash that will define the next chapter of the technology world. Sam Altman clearly believes he has the right team and the right vision to win the whole new game.