Moving into hardware could become OpenAI’s most technologically disruptive, and financially lucrative, expansion to date. AI assistants are supposed to help with everything, so it’s only natural to try to replace the phones and computers that people do everything on. If the company is successful, within a decade you might be reading (or listening to) a ChatGPT-generated news roundup on an OpenAI device instead of reading an article on your iPhone, or asking the device to file your taxes instead of logging in to TurboTax.

In Altman’s view, current devices offer only clunky ways to use AI products: You have to open an app or a website, upload the relevant information, continually prompt the AI bot, and then transfer any useful outputs elsewhere. In the promotional video, Ive agrees, suggesting that the era of personal computers and smartphones—a period that he helped define—needs a refresh: “It’s just common sense to at least think, surely, there’s something beyond these legacy products,” he tells Altman. Although OpenAI and Io have not specified what they are building, a number of wearable AI pins, smartglasses, and other devices announced over the past year have suggested a vision of an AI assistant always attached to your body—an “external brain,” as Altman called it today.

These products have, so far, uniformly flopped. As just one example, Humane, the maker of a $700 AI “pin” that attached to a user’s clothing, shut down the poorly reviewed product less than a year after launch. Ive, in an interview today with Bloomberg, called these early AI gadgets “very poor products.” And Apple and OpenAI have had their own share of uninspiring, or even embarrassing, product releases. Still, if any pair has a shot at designing a legitimately useful AI device, it is likely the man who unleashed ChatGPT partnering with someone who led the design of the Apple smartphones, tablets, and laptops that have defined decades of American life and technology.

Certainly, a bespoke device would also rapidly accelerate OpenAI’s commercial ambitions. The company, once a small research lab, is now valued at $300 billion and growing rapidly, and in March reported that half a billion people use ChatGPT each week. Already, OpenAI is angling to replace every major tech firm: ChatGPT is an internet search tool as powerful as Google, can help you shop online and remove the need to type into Amazon, can be your work software instead of the Microsoft Office suite. OpenAI is even reportedly building a social-media platform. For now, OpenAI relies on the smartphones and web browsers people use to access ChatGPT—products that are all made by business rivals. Altman is trying to cut out the middleman and condense digital life into a single, unified piece of hardware and software. The promise is this: Your whole life could be lived through such a device, turning OpenAI’s products into a repository of uses and personal data that could be impossible to leave—just as, if everyone in your family has an iPhone, Macbook, and iCloud storage plan, switching to Android is deeply unpleasant and challenging.

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Several other major tech firms are also trying to integrate generative AI into their legacy devices and software. Amazon has incorporated generative AI into the Alexa voice assistant, Google into its Android phones and search bar, and Apple into the iPhone. Meta has built an AI assistant into its apps and sells smartglasses. Products and platforms which disrupted work, social life, education, and more in the early 2000s are showing their age: Google has become crowded with search-optimized sites and AI-generated content that can make it harder for users to find good information; Amazon is filled with junk; Facebook is a cesspool; and the smartphone is commonly viewed as attention-sapping, if not outright brain-melting. Tech behemoths are jury-rigging AI features into their products to avoid being disrupted—but these rollouts, and Apple’s in particular, have been disastrous, giving dangerous health advice, butchering news summaries, and generally crowding and slowing user experiences.

Almost 20 years ago, when Apple introduced the iPhone, Steve Jobs said in a now-famous speech that “every once in a while, a revolutionary product comes along that changes everything.” Seeming to be in pursuit of similar magic, today’s video announcing OpenAI’s foray into hardware began with Altman saying, “I think we have the opportunity here to kind of completely reimagine what it means to use a computer.” But Jobs had an actual product to share and sell. Altman, for now, is marketing his imagination.