OpenAI CEO Sam Altman has identified Apple — not Google — as the company’s main long-term competitor. He revealed plans to transform ChatGPT into an operating system that could challenge Apple’s App Store.
OpenAI now serves over 800 million users. In October 2025, the company launched the Apps SDK, allowing developers to build apps that work inside ChatGPT.
Users can, in theory, order groceries through Instacart, make Spotify playlists, or search hiking trails on AllTrails without leaving the platform.
OpenAI vs Apple: Early Testing Shows Mixed Results
Early tests reveal the platform is still far from replacing traditional smartphone apps.
Key Features of ChatGPT Apps:
- Instacart: Complete checkout within ChatGPT; plan meals and buy ingredients.
- Spotify: Create playlists inside ChatGPT.
- AllTrails: Search hiking trails without leaving the app.
- Uber: Only provides ride price estimates; users must return to Uber’s website to book.
- Apps SDK: Allows developers to integrate apps into ChatGPT ecosystem.
- Rapid Feedback: OpenAI releases early versions to collect user input and improve quickly.
The Wall Street Journal testing showed that most integrations had gaps. Many apps could answer simple questions but redirected users to their native apps for full functionality.
Uber called its integration a “pilot program” to be improved over time.
Also read about: Apple AI Upgrade: Google Gemini Powers Siri
Hardware Ambitions and Future Plans
OpenAI is also moving into hardware. In May 2025, it acquired Jony Ive’s startup io for $6.5 billion. The goal is to develop AI-native devices, including a possible audio-focused device in early 2026.
This device aims to reduce screen dependency and provide a new interface for AI interactions.
Altman’s vision directly challenges Apple’s integrated hardware-software ecosystem. He aims to eventually create a platform that could rival the iPhone.
Experts say that while ChatGPT’s massive user base is attractive to developers, traditional apps will remain the main interface for revenue, user control, and engagement for now.
The OpenAI strategy shows ambition, but current limitations mean ChatGPT apps are still in an early stage. Users and developers will watch closely as OpenAI expands both software and hardware offerings.
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