 Will we look back on May 2025 as the beginning of the end of mobile? OpenAI’s acquisition of Jony Ive’s studio startup is a bet that the man who designed the iPhone can create another category- and culture-defining product — this time in a world ruled by embedded AI, not smartphones. The announcement yesterday, accompanied by an odd, and oddly touching, corporate engagement photo, shaved $60 billion off of Apple’s market value. It’s a fear that’s been building in Cupertino: “You may not need an iPhone 10 years from now,” Apple executive Eddy Cue said earlier this month. I have a theory that when Hollywood starts making movies about the 2010s and early 2020s, characters walking around glued to screens will be the exaggerated shoulder pads of period pieces set in the 1980s — a cultural calling card that feels comically dated. But it’s less clear exactly what replaces mobile, whose swift conquering of desktop in the 2000s was obvious to everyone except Microsoft. Sales of Apple Watches and Fitbits have slowed sharply. Wearable pins have flopped. Google is trying again with glasses, announcing a new partnership with Warby Parker a decade after its first effort failed. Altman is betting that Ive, the creative sidekick to Steve Jobs’ ruthless Howard Hughes, can figure it out. Ive is famously obsessive about design — you have him to thank for the slow whoosh that iPhone boxes make upon opening — and skeptical about wearables. (Whatever he and Sam Altman are building, it’s not glasses.) They have a chance to seize on growing uneasiness with screen time and mounting data of its associated brain rot. Even Gen-Zers know they are phone-addicted and want a way out. While the deal’s $6.4 billion price tag is expensive even by goofy Silicon Valley math, it has M&A merit. OpenAI brings engineers and a cost of capital that is (for now) essentially zero. Ive brings a track record in building the next big thing. It might not work but bears watching. |