Sam Altman says Apple, not Google, is OpenAI’s real competitor. ChatGPT is morphing into an operating system, and OpenAI is designing devices with Jony Ive to replace the iPhone. The vision: users complete tasks through chatbots instead of smartphone apps, threatening Apple’s walled garden.
The reality: Journal tests show occasional wow moments surrounded by dysfunction. Traditional apps remain too capable to replace quickly.
ChatGPT created a vegetarian weekly menu and filled a Costco cart with ingredients, linking directly to checkout. The success required three months of joint development, shared offices, and a former Instacart CEO (now OpenAI executive) breaking a development logjam.
This level of integration isn’t scalable across the app ecosystem.
Most Apps Add Friction Rather Than Remove It
Uber inside ChatGPT estimates costs but cannot book rides—users must retype addresses on a separate webpage. OpenTable gave error messages on reservation requests. Tripadvisor showed maps for 30 seconds before failing. “Tripadvisor is being a little useless,” ChatGPT admitted.
Users Must Know Magic Incantations
Connecting to apps requires “@uber” syntax and precise phrasing. “How do I get an Uber?” fails; users must know the exact commands. This defeats the purpose of natural language interfaces.
Developers Are There for the Audience
All 12 developers interviewed said they built ChatGPT apps because their users are there—800 million of them. But apps are designed to steer users back to more capable smartphone apps or websites.
The Tollbooth Economics Are Real
Instacart pays OpenAI a transaction fee based on basket value at checkout. Whoever provides the gateway to online services owns valuable real estate—today that is Apple with its App Store fees at 30% versus OpenAI’s emerging 10-15%.
ChatGPT’s app ecosystem resembles the early App Store: primitive, inconsistent, occasionally magical. Apple’s iPhone apps took years to mature into indispensable tools. OpenAI’s 800 million users give it leverage to build the platform—the question is whether developers will invest in building for it.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
