OpenAI signals debut of its first consumer device

OpenAI is preparing to introduce its first dedicated device later this year, marking a shift from being solely a software-led artificial intelligence company to one that also delivers consumer hardware designed around its models and services. The plan, acknowledged by people familiar with the company’s roadmap and echoed in public remarks by senior executives, signals OpenAI’s ambition to embed its technology more directly into everyday use beyond smartphones and personal computers.

The device, still under wraps in terms of form factor and specifications, is expected to serve as a native interface for OpenAI’s generative models rather than a conventional phone or wearable. Company leaders have described it as a new category of personal computing, intended to make interactions with artificial intelligence more natural, contextual and less dependent on screens. While OpenAI has declined to outline detailed features or pricing, the project has been positioned internally as a flagship product that could reshape how users access AI tools.

Chief executive Sam Altman has spoken over the past year about dissatisfaction with existing hardware paradigms for AI interaction, arguing that current devices were not designed with conversational, multimodal systems in mind. According to people briefed on internal discussions, the forthcoming device aims to prioritise voice-first engagement, environmental awareness and seamless connectivity with cloud-based models. The emphasis, they say, is on reducing friction between intent and response, allowing users to interact with AI as a constant assistant rather than an application they must actively open.

A critical element of the effort is OpenAI’s collaboration with renowned designer Jony Ive, whose firm LoveFrom has been working closely with the company on product design. Ive’s involvement has been publicly acknowledged and is seen as central to OpenAI’s desire to avoid incremental tweaks to existing gadgets. Those familiar with the design process describe a strong focus on minimalism and approachability, with an aim to ensure the device does not feel intrusive despite its always-available nature.

The move into hardware comes amid intensifying competition among technology companies racing to define the next interface for artificial intelligence. Major players including Apple, Google and Meta Platforms are integrating advanced AI capabilities into phones, headsets and glasses, while a number of start-ups have attempted to launch standalone AI devices with mixed results. Some early entrants struggled with limited functionality, battery constraints and unclear consumer value, highlighting the risks OpenAI faces as it steps into a space where expectations are high and tolerance for missteps is low.

OpenAI’s leadership believes its advantage lies in tight integration between hardware and software. Unlike companies that must adapt third-party models or platforms, OpenAI can optimise the device around its own systems, including large language models, image generation and real-time reasoning. Executives have also indicated that safety and privacy considerations are being built into the device from the outset, reflecting the scrutiny the company faces from regulators and the public over the deployment of powerful AI tools.

Industry analysts note that timing will be critical. Consumer appetite for AI-enabled hardware is growing, but remains unproven at scale beyond smartphones. A successful launch would need to demonstrate clear benefits over existing devices while avoiding perceptions of redundancy. Pricing strategy will also matter, particularly as inflationary pressures continue to influence discretionary spending in key markets.

The planned launch follows a period of significant corporate change at OpenAI, including high-profile governance debates and an expanded partnership with Microsoft, which remains its largest strategic investor. While Microsoft has its own hardware ecosystem, the companies have signalled that OpenAI’s device will not be positioned as a direct competitor to existing Microsoft products. Instead, it is expected to complement OpenAI’s broader platform ambitions, potentially opening new revenue streams through subscriptions and services tied to the hardware.