OpenAI has confirmed a major design move that could reshape the AI hardware landscape. The company announced plans to acquire Jony Ive’s design firm, LoveFrom, in a deal valued at $6.5 billion. Ive, the former Apple design chief known for iconic products like the iMac, iPhone, and Apple Watch, will now lead design and creative direction for both OpenAI and io, a hardware-focused AI startup.
A Legendary Designer Reenters the Spotlight
Jony Ive has reportedly been developing AI hardware in secret for the past few years—tools designed not just to respond via text boxes, but to integrate seamlessly into everyday life. With OpenAI’s backing, those concepts may soon be ready for the public.
The announcement came subtly via a 9-minute video of OpenAI CEO Sam Altman and Ive in a San Francisco bar, a segment described as awkward, with Altman rarely making eye contact. But the key detail came at the end:
“Jony and LoveFrom will assume design and creative responsibilities across OpenAI and io.”
Why This Matters
Ive’s influence on product design is nearly unmatched. His Apple legacy includes the original iMacs, the ultra-slim MacBook Air, and, most notably, the iPhone. Now, OpenAI hopes to channel that same design genius into AI-native hardware.
It’s a bet that AI’s future lies not just in software, but in elegantly designed devices—possibly even successors to smartphones.
Ive’s Design Ethos: Simplicity Meets Emotion
Jony Ive’s design approach blends minimalism with emotional appeal, a formula that helped Apple reshape consumer expectations. If he can translate this ethos to AI hardware, it could make today’s clunky, impersonal devices feel outdated overnight.
OpenAI’s vision isn’t just function—it’s form. And for that, there are few better choices than Ive.
Why This Deal Is a Strategic Masterstroke
The acquisition of LoveFrom signals OpenAI’s ambitions to move beyond software. In a world saturated with chatbots and assistants, owning the physical interface could give the company a massive competitive edge.
With Ive leading hardware design, OpenAI doesn’t just want to build an AI device—it wants to build the first desirable one.
Remember Rabbit R1 and Humane’s AI Pin?
AI hardware doesn’t have the best track record. The Rabbit R1, launched in 2024 for $199, was met with widespread disappointment. Meanwhile, Humane’s AI Pin, priced at $700, was so poorly received it was discontinued within a year, rendering the device useless.
Ive didn’t mince words when asked about these failures in an interview with Bloomberg:
“Those were very poor products. There has been an absence of new ways of thinking expressed in products.”
What’s Next for OpenAI and Ive?
OpenAI says more information on Ive’s projects will arrive in 2026. Whether it’s an AI wearable, a voice-activated device, or something entirely new, one thing is clear: they aim to break away from the dull, uninspired gadgets that came before.
Will we be wearing io Gloobs around our necks in a few years, wondering how we ever lived with smartphones? That’s the big bet.
For now, the tech world is watching—and waiting—for Ive’s next big idea.
