OpenAI is taking a bold step into the physical world. In a revealing interview with journalist Joanna Stern, company president Greg Brockman confirmed that OpenAI is "building a family of devices" designed specifically to host its artificial intelligence chatbots. The announcement marks a significant strategic pivot for a company that until now has been known exclusively for its software — from the revolutionary ChatGPT to the DALL-E image generator and the GPT reasoning engine — but now decides to enter the fiercely competitive consumer hardware market.
Brockman did not share specific details about how many devices are under development or what form factors they will take, but he made it clear that the vision extends far beyond a single product. The phrase "family of devices" suggests a strategy akin to those employed by Apple and Google, which offer complete ecosystems of interconnected hardware. The fundamental difference is that at the center of this ecosystem will be OpenAI's conversational artificial intelligence, with an emphasis on voice interaction.
"I think we'll start talking to our computers, rather than typing," Brockman said during the interview, painting a picture in which voice becomes the primary interface for the vast majority of technology interactions. This vision of voice-centric computing represents a paradigm shift that OpenAI clearly believes is ready to happen, driven by rapid advances in natural language processing and users' growing familiarity with conversational assistants.
Brockman's confirmation comes months after persistent rumors that OpenAI was working on a screenless smart speaker in partnership with none other than Jony Ive, the legendary former chief design officer at Apple. Ive, who was primarily responsible for the aesthetic of the iPhone, iPad, and MacBook, joined forces with Sam Altman in mid-2025 when OpenAI acquired io Products, a hardware startup founded by Ive. The device — described by sources as an artificially intelligent speaker capable of moving, watching, and learning — is expected to launch in 2027 with an estimated price between $200 and $300. The project, according to Fortune magazine, placed Ive and Altman at the center of a "battle for OpenAI's future" and represents the company's largest hardware investment to date.
The contrast between this ambitious hardware vision and the current reality of OpenAI's software could not be starker. In the same interview, Brockman was surprisingly candid when evaluating the ChatGPT desktop app, recently released with a visual overhaul that introduced tabs and a new navigation organization. The reception was harsh: users complained about a confusing interface, difficulty accessing previous conversations, and a general experience that many classified as disorienting and counterproductive. Brockman admitted that the app is "kind of a mess" and revealed that the company is already working on a redesign that will eliminate the tab system.
This candor, while refreshing, raises questions about OpenAI's ability to simultaneously execute a large-scale software overhaul and an ambitious hardware incursion. Building consumer hardware is notoriously difficult. Companies like Google have had mixed success with their Pixel phones and tablets, Meta burned billions on the metaverse with virtual reality hardware, and startups like Humane and Rabbit stumbled loudly when trying to launch wearable AI devices. Even Apple, master of hardware, took years to get the Apple Watch formula right and still faces challenges with the Vision Pro.
For OpenAI, the hardware bet is not just a business expansion — it is a defensive and strategic move. By controlling the hardware layer, the company can ensure that its artificial intelligence delivers the best possible experience without relying on partners who may be competitors. Google, Amazon, and Apple all have their own AI assistants and hardware. If OpenAI remains limited to being just an app on these companies' devices, it will always be at a disadvantage.
The lingering question is whether a software company still fine-tuning its desktop app can master the notoriously difficult art of consumer hardware manufacturing. With Jony Ive leading the design and a portfolio of devices on the horizon, OpenAI certainly has the right talent. But talent is no guarantee of success in a market where margins are tight, competition is fierce, and consumers are merciless toward products that do not work perfectly from day one.
Sources: The Verge, 9to5Mac, Fortune
✓ Independent sources cross-checked and verified before publishing
