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The Post Smartphone "It" Device (OpenAI)

  • Writer: Julie Ask
    Julie Ask
  • Nov 5
  • 2 min read

OpenAI's CFO Sarah Friar spoke at a WSJ event on November 5th. She did little more than acknowledge what we already know: "Jony Ive is working on a device." Given her language, there does seem to be a prototype that doesn't require us to look down at a screen.


I would never underestimate the imaginations of this team. I truly hope they blow our minds. One open question will be if this is an OR device (i.e., displaces smartphones) or an AND device (i.e., it complements smartphones). A few ideas:


  1. Natural language will be a better interface to do some things, such as get answers to questions or navigation instructions. Natural language would include a device that understands text or speech as input to execute tasks. Could also include listening to all of the sounds in one's environment to obtain context that would allow a service (e.g., virtual assistant) to anticipate a consumer's needs and serve them proactively or deliver more relevant outputs. The ability to deliver proactive and relevant services would get even more interesting if this new device could replicate other senses that a human has (e.g., sight, smell, taste, or touch).

  2. Consumers stare at the screens because they are consuming media such as video (e.g., YouTube, ESPN), social media (e.g., TikTok, Instagram, Facebook), and gaming. Some studies estimate that well more than half of the 4-5 hours Americans spend on their smartphones each day are spent on these activities. A new OR device would need a screen - even if it is a projection on a surface or in a headset (which has not been compelling to users yet) - or Americans and global citizens would need to fundamentally change how they spend their time.

  3. We might need to consider the net new things that massive compute power combined with sensing abilities could do. Sensors are capable of detecting danger such as poisonous gas, pollution, or spoiled food. We might find ourselves with personal virtual assistants such as Remy in Ratatouille. We might have 24x7 coaching such as language translation, medical advice, therapy, warnings on food to which we are allergic, and more.

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