Jony Ive, known as Apple's former design chief, is working on a new AI project together with Sam Altman, CEO of OpenAI. In a Bloomberg report, Mark Gurman and Shirin Ghaffary explain that Altman is convinced that Steve Jobs would be proud of what Ive is now planning. A closer look at the project reveals exactly what's behind it and why this development is so interesting.
The collaboration between Steve Jobs and Jony Ive has often been analyzed and commented on. But what is much more fascinating is how Ive's understanding of design is being implemented today, in a world of AI products. Ive's way of thinking was always deeply conceptual, sometimes even almost too abstract - which is not necessarily a bad thing for the development of modern technology. Anyone familiar with Ive's career, for example through Leander Kahney's book "Jony Ive: The Genius Behind Apple's Greatest Products", knows that this designer works with extreme attention to detail. From an early age, he experimented with gouache when sketching in order to achieve precise visual effects. This attitude has not changed to this day - and now plays a new role (via Bloomberg ).
A designer rethinks hardware
Jony Ive has always been interested in two things: the creative process and the impact of a product. In interviews, he regularly spoke about intention, that is, why something is designed the way it is. And he has repeatedly emphasized the importance of how we feel when using technology. When the first reports emerged that Ive was working with Sam Altman on a new hardware idea for the AI age, the reactions were mixed—surprise, curiosity, skepticism. The idea of an AI device designed by Ive and technically realized by Altman certainly raises eyebrows.
Where the market stands today
At the moment, there are two camps: Either simple devices are built that contain ChatGPT and marketed as major innovations. Or they are pure software products that use the smartphone as a platform – with all the limitations that entails. None of these products yet come close to what a truly sophisticated AI experience could offer. This gap is large – and it offers room for new ideas. Especially for someone with experience, no financial dependencies, and access to the best resources in the industry. This is exactly what Ive is doing. OpenAI is financially strong, and the partnership gives him complete freedom.
Why not Apple?
One might wonder why Apple didn't take action itself. In a different scenario, Apple might have acquired Ive's new company – similar to what happened with Steve Jobs and NeXT. But someone like Ive, who has achieved almost everything at Apple, is unlikely to have much interest in returning to old structures. And as for Apple's current position in the AI field: The company is likely lagging behind in terms of developments and market readiness. While competitors are already releasing products, Apple has remained quiet so far. For someone like Ive, this could have been the impetus to seek a new direction outside of Apple.
Steve Jobs' attitude towards this
Jobs was known for having strong opinions—including about loyalty. He probably wouldn't have easily accepted Ive collaborating with another company. On the other hand, Jobs was also uncompromising when it came to product quality and vision. In this respect, Altman's assessment is probably not off the mark: Jobs would at least have recognized that Ive had seized an opportunity to build something truly new. And that's what he worked toward at Apple for years.
Jony Ive and Sam Altman: When Design Meets AI
Jony Ive and Sam Altman are developing a new device for the age of AI. The collaboration combines technological expertise and many years of design experience. The market has yet to produce a convincing solution for AI hardware—and that's precisely where this project comes in. Whether and when a concrete product will emerge remains to be seen. The only thing that's certain is that the conditions could hardly be better. And when Altman says Steve Jobs would be proud, it doesn't sound like PR—it sounds like a realistic assessment of what could emerge. (Image: OpenAI)
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