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The iPhone designer who feels "heavily" weighed down by his creations just sold his new company to OpenAI for $6.4 billion. Now Jony Ive promises a screenless device that will fix what smartphones broke. But his solution raises a question: Can the people who caused the problem actually solve it?
Jony Ive wants to fix the damage. The phones we can’t put down. The apps that manipulate. The design decisions that made distraction feel like delight.
So he built a new device. With OpenAI.
It won’t have a screen, we’re told. It might hang around your neck. It will know your surroundings. Your context. Possibly your mood. It will listen. It will learn. It will help—though no one has said how, or when, or at what cost.
OpenAI calls it the third great device, after the laptop and the iPhone. Ive calls it a response to “unintended consequences.” A promise that “humanity deserves better.”
Better than what?
Better than GPTs that spin out half-truths in polished prose? Better than a company that trains on your data, then shrugs when you ask for control over it? Better than an industry that broke things first and offered concern only later?
If this is the fix, it looks a lot like the problem. A sleek, ambient node for an AI system trained to know everything. This isn’t about tools. It’s about trust. And the people building the next interface want you to surrender that, quietly, stylishly, automatically.
The prototype is reportedly “the coolest piece of technology the world will have ever seen.” That’s the bar now. Not safer. Not clearer. Just cooler.
Ive says he wants to be useful. That’s good. But usefulness depends on whose needs are being served—and whether the people wearing the device still get to choose.
Better design isn’t just what we touch. It’s what touches us back.
And in this case, the device already knows where you live.
Marcus Schuler covers the tech industry from Silicon Valley. He lives near San Francisco.
Q: When will this device actually be available to buy?
A: Mass production starts in 2027 according to analyst reports. No official release date has been announced by OpenAI or Ive. The prototype phase is still ongoing with limited testing.
Q: How much will it cost?
A: No pricing has been revealed. Altman wants to ship 100 million units "faster than any company has ever shipped 100 million of something new," suggesting they're targeting mass market pricing rather than luxury.
Q: What happened to the last screenless AI device?
A: The Humane AI Pin flopped spectacularly in 2024. It overheated, responded slowly, and failed basic functions. YouTube reviewer Marques Brownlee called it "the worst product I've ever reviewed." Humane folded in February 2025.
Q: Who else worked on the original iPhone with Ive?
A: Three key iPhone designers joined Ive's new company: Scott Cannon, Evans Hankey, and Tang Tan. All held senior design roles at Apple. Their departure signals Apple is losing top talent to this project.
Q: How long have Ive and Altman been working together?
A: They started collaborating quietly two years ago in 2023. Ive founded his company io one year ago specifically for this project. The $6.4 billion acquisition was announced in May 2025.
Q: Will this compete directly with Apple products?
A: Altman calls it a "third core device" after laptops and phones, not a replacement. But Laurene Powell Jobs, Steve Jobs' widow and an investor in the project, diplomatically avoided the question about Apple competition.
Q: What exactly makes Ive feel guilty about his past work?
A: Ive specifically mentioned smartphone addiction and negative impacts on children's attention spans. He admitted feeling "heavily" weighed down by these "unintended consequences" during a recent Stripe interview.
Q: How big is the team working on this?
A: OpenAI describes gathering "the best hardware and software engineers, technologists, physicists, scientists, researchers and experts in product development and manufacturing." No specific headcount was given, but many have "worked closely for decades."
Q: What other companies are building similar AI devices?
A: Meta's Ray-Ban smart glasses show promise. Apple and Google are developing AI glasses. Amazon revamped Alexa with AI capabilities. The race for the dominant AI interface is heating up across Big Tech.
Q: How much money did this deal make Ive?
A: The $6.4 billion acquisition likely makes Ive a billionaire, at least on paper. His design partners including Marc Newson also get OpenAI shares. Laurene Powell Jobs benefits too as an early investor.
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