Former Apple CEO John Sculley has ignited discussions in the tech community by stating that OpenAI represents Apple’s first significant competitor in decades. The seasoned executive, who served as Apple’s leader from 1983 to 1993, expressed that the Cupertino-based firm is finding it difficult to keep pace in the AI landscape, particularly as the industry shifts from conventional applications to intelligent, agent-based systems. In an interview with a well-known publication, Sculley noted, “AI has not been a particular strength for them.” His remarks emphasize Apple’s comparatively sluggish advancement in incorporating sophisticated AI capabilities, especially when contrasted with OpenAI, whose ChatGPT framework is swiftly evolving into a comprehensive digital assistant platform.
Although Apple has historically dominated the smartphone sector, its endeavors in AI—most notably the Apple Intelligence initiative—have encountered numerous delays and technical difficulties. At Apple’s “Awe Dropping” event in September, the company barely mentioned AI, indicating potential challenges in keeping up with competitors. Sculley, who played a pivotal role in popularizing the Mac and created the well-known “Pepsi Challenge” campaign prior to joining Apple, suggested that the company must undertake a significant shift to maintain its relevance. He posited that the app-centric era that characterized the iPhone’s triumph is giving way to an agentic era—driven by conversational AI systems that can handle most digital interactions.
“In the agentic era, we don’t need a lot of apps; it can all be done with smart agents,” Sculley elaborated. This signifies a fundamental transformation from the existing app-based smartphone paradigm, suggesting that future devices may depend more on intelligent assistants capable of seamlessly connecting services. Concurrently, OpenAI has intensified its focus on agent-based technology, enabling ChatGPT users to manage an expanding array of tasks—from online shopping to creative design via integrated tools like Canva—without exiting the chat interface. This cohesive, conversational experience positions OpenAI as a formidable contender in the upcoming phase of computing. Compounding Apple’s difficulties is the recent partnership between OpenAI and Jony Ive, Apple’s renowned former designer.
Earlier this year, OpenAI acquired Ive’s design startup for $6 billion, fueling speculation that the AI firm intends to create its own hardware product. Ive, known for his role in designing iconic products like the iPhone and iMac, is reportedly collaborating closely with OpenAI CEO Sam Altman on this initiative, although it has experienced some delays. Sculley believes this collaboration could signify a pivotal moment for the AI sector. “If there’s anyone who is probably going to be able to bring that dimension to the LLM, in this case OpenAI, it’s probably going to be Jony Ive, working with Sam Altman,” he remarked.
As OpenAI explores new frontiers with intelligent agents and prospective AI-based hardware, Apple faces the uncommon challenge of reinventing its innovation strategy to sustain its leadership in a swiftly changing digital environment.
