Altman & Ive: The Plan to Embrace AI

Last week, the New Yorker revealed details about a significant partnership: Sam Altman, CEO of OpenAI, and Jony Ive, the designer behind the iPhone, are developing a new personal artificial intelligence device. It is the clearest attempt to transform generative AI into a mass-market physical product and perhaps the smartest bet in the market at this moment.

The project aims to break away from the screen-centered model and reinvent the interaction with technology. Imagine a true portable AI assistant. This is not just buzzwording. Altman and Ive want to establish the new category that will come after the smartphone.

Why does this matter?

• New market on the horizon: Generative AI has already shown massive appeal with software like

  ChatGPT. But the big opportunity lies in hardware + service, where customer loyalty is

  higher and margins, better.

• Perfect timing: With Apple, Google, and Meta still fumbling with what to do with embedded AI,

  Altman and Ive have a real chance to capture the leadership of a new

  ecosystem.

• Execution capability: Altman has access to one of the most advanced models in the

  world. Ive knows how to turn technical innovation into a desirable product. And SoftBank

  is signaling billions in funding.

Indeed, there are challenges — especially in scalability and functional differentiation. But for attentive investors and executives, the message is clear: do not underestimate the value of moving AI from software to the wallet. This is the game changer that turned the computer into a commodity and the smartphone into a platform. AI may follow the same path.

Conclusion

While most companies are still trying to figure out how to integrate AI into their processes, Altman and Ive are asking the right question: what if AI is the process? Those who understand this first will reap more than just buzz — it could be a revolution as significant (or greater) than the iPhone.