During OpenAI’s highly anticipated DevDay conference held on Monday, acclaimed designer Jony Ive revealed that he currently has between fifteen and twenty distinct concepts in development for OpenAI’s upcoming family of artificial intelligence–powered devices. In a private yet intellectually engaging conversation with OpenAI’s CEO, Sam Altman, Ive emphasized that these products, though still conceptual, are expected to differ dramatically from traditional consumer electronics such as iPhones or tablets, the very categories that once made him a global icon in the realm of industrial design. His remarks suggested the dawn of a new product era—one defined not by incremental hardware improvements, but by a deep reconsideration of how human beings relate to their digital tools.
In his talk, the former chief design officer of Apple openly critiqued the very technologies that established his career. Although he acknowledged the ingenuity behind smartphones and tablets, he lamented the psychological and social consequences that have accompanied their ubiquitous presence. He described humanity’s current dependence on such devices as deeply troubling, confessing that when he speaks of an “uncomfortable relationship” with technology, that phrase represents, in his opinion, a striking understatement. To him, this imbalance between human needs and technological pressures has evolved into something he considers “profoundly obscene.” Ive then expressed his determination to seize what he perceives as a rare and meaningful opportunity—not simply to correct the situation—but to fundamentally transform it. He insisted that society should not passively accept this digitally induced unease as an unavoidable cultural norm.
OpenAI’s acquisition of Ive’s hardware design startup earlier in the year for a reported sum exceeding six billion dollars heightened speculation across the technology industry about the nature of the devices now in gestation. That purchase united one of the world’s most creative design minds with the company leading advancements in generative AI, leading analysts to describe the collaboration as potentially one of the most consequential pairings in the new era of intelligent technology. Altman himself had previously hinted at the development of an AI companion—possibly part of a broader family of connected products intended to integrate seamlessly with OpenAI’s software ecosystem. The convergence of Ive’s distinctive design sensibility with OpenAI’s artificial intelligence research represents, in the eyes of many observers, a formidable competitive challenge to Apple, which has long dominated the mobile hardware landscape but has struggled to keep pace in generative AI innovation.
During the discussion, Ive carefully reflected on the extraordinary pace of current technological progress. He confessed that the sheer velocity of development poses a considerable difficulty for him and his design team, making it increasingly difficult to choose a single primary direction amid so many compelling ideas. “This momentum,” he explained, “has brought us to generate roughly fifteen to twenty extremely strong product concepts. The challenge now is to decide where our focus should lie.” Ive elaborated that unlike situations in which only a few ideas clearly stand out, the present landscape is overflowing with promise, each concept deserving of dedicated exploration. “We are designing not a solitary device, but rather an entire family of products,” he told Altman from the stage, underscoring the measured and deliberate nature of their creative process. Their objective, he said, is to act with discernment and intellectual rigor—to prioritize the most meaningful avenues and avoid distraction amid abundance.
Looking toward the ultimate purpose of these future inventions, Ive articulated a clear philosophical intent. He hopes the upcoming AI devices will foster an experience that feels not only functional but also joyful—technologies that uplift rather than burden, fostering greater happiness and emotional calm instead of anxiety or detachment. In a sober warning, he reflected on the dangers of designing carelessly: “The ramifications of neglect and thoughtlessness are truly grave,” he asserted. He referred specifically to the nature of digital interfaces, arguing that they should be designed to encourage genuine, unforced human joy. If developers produce tools that feel overly serious, excessively exclusive, or devoid of empathy, Ive believes it would represent a profound failure to serve humanity responsibly.
Subtly, his critique appeared to reference Apple itself. Though he never explicitly named the company, his comments about “deeply serious exclusive things” seemed to allude to Apple’s brand identity—its penchant for elegant yet tightly controlled luxury, which some perceive as emotionally distant. Nevertheless, throughout the dialogue, Ive offered hints about his next design pursuits. He revealed that his team has delved deeply into studying the intricacies of person-to-person communication and the extraordinary subtlety of human interaction. “We’ve invested great effort in understanding the nuances of how people relate to one another,” he explained, emphasizing that thought itself—our patterns of reasoning and perception—is profoundly intertwined with the tools through which we engage with the world.
Despite what might appear to be sharp criticism of his former employer, Ive also reaffirmed one of Steve Jobs’s most enduring design principles: that the most successful products should possess an effortless and almost inevitable quality. As he described it, a well-designed tool should feel so natural and self-evident that any alternative would seem irrational by comparison. “It should appear inevitable,” he told Altman, “as though there was never another plausible way to solve the problem.” He concluded by envisioning a future in which users look at these forthcoming AI devices and instinctively recognize their logic, simplicity, and beauty—wondering not why they exist, but rather why it took the world so long to realize that they should.
Sourse: https://www.businessinsider.com/jony-ive-ideas-openai-family-ai-devices-sam-altman-design-2025-10
