In the high-stakes world of Silicon Valley, mystery is often as valuable as code. On a recent Thursday, the internet was treated to a sleek, almost cinematic nine-minute video featuring two tech titans—OpenAI CEO Sam Altman and legendary Apple designer Jony Ive. What appeared to be a casual, artsy stroll through the streets of San Francisco was, in fact, a calculated promotional teaser that ignited global curiosity.
But what exactly were they promoting? That remains, well, a mystery.
Backed by Laurene Powell Jobs and directed by Davis Guggenheim of An Inconvenient Truth fame, this video may have lacked details, but it oozed symbolism, intent, and brand identity. Despite revealing no name, no design, and no functionality, the collaboration between OpenAI and Ive’s company—recently acquired in a $6.5 billion share swap—has already been hailed as the dawn of a new era in consumer technology.
The Star-Studded Cast Behind the Vision
Sam Altman: The AI Visionary
Sam Altman is no stranger to bold claims. As the CEO of OpenAI, he’s at the forefront of transforming how the world interacts with artificial intelligence. His claim that this new device will be “the coolest piece of technology the world has ever seen” sets expectations sky-high.
Jony Ive: The Design Icon
Jony Ive, the former Chief Design Officer at Apple, is revered for his minimalist yet revolutionary designs—from the iPhone to the MacBook. His involvement in this mystery project instantly elevated it to near-mythical status.
Laurene Powell Jobs and Concordia Studio
With Guggenheim directing and Powell Jobs funding the production, the project’s cinematic quality is no surprise. Powell Jobs is also backing Ive’s hardware startup, OI, which has now joined forces with OpenAI—suggesting this is no ordinary tech launch, but a long-term vision play.
The Nine-Minute Video: An Exercise in Ambiguity
A Stroll Through San Francisco—With No Tech in Sight
The video showcases Altman and Ive exchanging admiring glances, sipping coffee in a chic macchiato bar, and offering vague philosophical soundbites about presence and revolution. But it never shows the product.
Notable Quotes and Easter Eggs
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“It will completely reimagine what it means to use a computer.”
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“It’s the beginning of the greatest technological revolution in our lifetimes.”
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The repeated use of the word “device”—without elaboration—serves as a mantra, a placeholder for something transformative yet unknown.
Why This Isn’t Just a Teaser—It’s a Strategic Coalition
This nine-minute clip is more than a cryptic promo; it signals a formidable alliance designed to challenge Apple’s dominance in hardware design. It brings together:
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Steve Jobs’ widow (Powell Jobs),
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Jobs’ most iconic design collaborator (Ive),
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And a man many consider the next Jobs (Altman).
Their target? Not just a single product—but potentially an ecosystem of AI-native devices. Think Apple’s seamless integration across iPhones, iPads, and Macs—but powered by next-generation artificial intelligence.
What We Know—And What We Don’t
What We Know:
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A new device is coming from OpenAI and Ive’s team.
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It will likely integrate deeply with AI technologies like ChatGPT.
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OpenAI has acquired Ive’s hardware company in a $6.5 billion deal.
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The project is being guided by major Silicon Valley players and visionaries.
What We Don’t Know:
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The product’s name
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Its form factor (Is it a phone? A wearable? Something entirely new?)
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Features or specifications
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A release date
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Any visuals whatsoever
Public Reaction: Admiration, Confusion, and Memes
The video quickly went viral—not for its revelations, but for its utter lack of them. Social media exploded with:
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Satirical takes: “Is Jony new to walking?” one viewer joked about Ive’s peculiar gait.
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Criticism of production polish: Some users said it looked like a “sizzle reel for an engagement party.”
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Tech fatigue: Others were simply frustrated by the hype with no substance.
Still, despite the memes and mockery, one thing is clear: the video worked. The buzz is deafening, and now the world is watching.
The Bigger Picture: The Birth of an AI-Native Ecosystem?
A New Paradigm in Human-Computer Interaction?
Altman and Ive have hinted that this device will redefine how humans interact with technology. Their focus on “presence” suggests a product that integrates AI seamlessly into daily life—likely through natural language interfaces, predictive behavior modeling, and ambient computing.
A Shot at Apple’s Throne
By combining elite design and frontier AI, this mystery device could disrupt Apple’s tightly integrated hardware/software model. If successful, it could be the flagship of an entire AI-native product family—just as the iPhone was for Apple.
