OpenAI is buying iPhone designer Jony Ive’s AI devices startup for $6.4 billion
OpenAI Chief Executive Officer Sam Altman appears on screen during a talk with Microsoft Chairman and Chief Executive Officer Satya Nadella at the Microsoft Build 2025, conference in Seattle, Washington on May 19, 2025.
Jason Redmond | AFP | Getty Images
OpenAI said on Wednesday that it’s buying Jony Ive’s AI devices startup io for about $6.4 billion in an all-equity deal that includes its current stake in the company.
Ive is taking on “deep creative and design responsibilities across OpenAI and io,” OpenAI said in a statement. The company said that io is merging with OpenAI, while Ive and his “creative collective” called LoveFrom will stay independent.
In a blog post on Wednesday from OpenAI CEO Sam Altman and Ive, the pair said that io was founded a year ago by Ive, along with Apple alumni Scott Cannon, Tang Tan and Evans Hankey, who briefly took over Ive’s role at Apple after he departed.
“The io team, focused on developing products that inspire, empower and enable, will now merge with OpenAI to work more intimately with the research, engineering and product teams in San Francisco,” the post said.
OpenAI said it’s paying $5 billion given that it already owns 23% of the company.
The purchase is by far OpenAI’s largest and comes weeks after the company agreed to buy AI-assisted coding tool Windsurf for $3 billion. Prior to that, OpenAI acquired analytics database company Rockset for an undisclosed sum in 2024.
Ive announced in 2019 that he was leaving Apple, where he was the longtime chief design officer, to start LoveFrom. Airbnb said in 2020 that Ive was consulting with the company on hiring and future products. The New York Times reported last year that LoveFrom’s clients pay the firm up to $200 million a year and that its designers at the time were working on projects for Christie’s, Airbnb and Ferrarri.
LoveFrom says on its website that it was founded by Ive and designer Marc Newson, but the doesn’t say anything about what the company does or include any mention of io.
Apple chief design officer Jony Ive (L) and Apple CEO Tim Cook inspect the new iPhone XR during an Apple special event at the Steve Jobs Theatre on September 12, 2018 in Cupertino, California.
Justin Sullivan | Getty Images News | Getty Images
Ive is responsible for designing Apple‘s most iconic products, including the iPod, iPhone, iPad and MacBook Air. He also helped design Apple’s new Cupertino headquarters, called Apple Park, a project that began in 2004 with the campus officially opening in 2019.
News of the acquisition comes as OpenAI, which was recently valued at $300 billion in a funding round led by SoftBank, is rushing to stay ahead in the generative AI race, where competitors including Google, Anthropic and Elon Musk’s xAI are investing heavily and regularly rolling out new products. Part of staying ahead in that race includes shoring up its hardware operations.
To further its hardware ambitions, OpenAI hired the former head of Meta’s Orion augmented reality glasses initiative in November to lead its robotics and consumer hardware efforts. Caitlin “CK” Kalinowski wrote in an announcement at the time that the role would “initially focus on OpenAI’s robotics work and partnerships to help bring AI into the physical world and unlock its benefits for humanity.”
Also late last year, OpenAI invested in Physical Intelligence, a robot startup based in San Francisco, which raised $400 million at a $2.4 billion valuation. Other investors included Amazon founder Jeff Bezos. The startup focuses on “bringing general-purpose AI into the physical world,” according to its website, by developing large-scale AI models and algorithms to power robots.
WATCH: Ive and Altman teaming up
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OpenAI’s new artificial intelligence video app Sora has already grabbed the top spot in Apple‘s App Store as its number one free app, despite being invite-only.
Sora, which was launched on Tuesday, allows users to create short-form AI videos and share them in a feed. The app is available to iPhone users but requires an invite code to access.
Here’s how to snag a Sora app invite code:
- First, download the app from the iOS App Store. Note that Sora requires iOS 18.0 or later to be downloaded.
- Login using your OpenAI account.
- Click “Notify me when access opens.”
A screen will then appear asking for an access code.
Currently, OpenAI has said that it is prioritizing paying ChatGPT Pro users for Sora access. The app is only available in the U.S. and Canada, but is expected to roll out to additional countries soon, the company said.
If you do not know someone who can provide an access code, several people are sharing invite codes on the official OpenAI Discord server, as well as on X and Reddit threads.
Once you input your access, you will be able to start generating AI videos using text or images. Users are also able to cameo as characters in their videos as well as “remix” other posts.
The app is powered by the new Sora 2.0 model, an updated version of the original Sora model from last year. The video generation model is “physically accurate, realistic, and more controllable” than prior systems, the company said in a blog post.
Sopa Images | Lightrocket | Getty Images
OpenAI now has two of the top three free apps in Apple’s App Store, and its new video generation app Sora has snagged the coveted No. 1 spot.
The artificial intelligence startup launched Sora on Tuesday, and it allows users to generate short-form AI videos, remix videos created by other users and post them to a shared feed. Sora is only available on iOS devices and is invite-based, which means users need a code to access it.
Despite these restrictions, Sora has secured the top spot in the App Store, ahead of Google‘s Gemini and OpenAI’s generative chatbot ChatGPT.
“It’s been epic to see what the collective creativity of humanity is capable of so far,” Bill Peebles, head of Sora at OpenAI, wrote in a post on X on Friday. “Team is iterating fast and listening to feedback.”
Sora is powered by OpenAI’s latest video and audio generation model called Sora 2. OpenAI said the model is capable of creating scenes and sounds with “a high degree of realism,” according to a blog post. The startup’s first video and audio generation model, Sora, was announced in February 2024.
OpenAI said it has taken steps to address potential safety concerns around the Sora app, including giving users explicit control over how their likeness is used on the platform. But some of the initial videos posted to the app, including one that depicts OpenAI CEO Sam Altman shoplifting, have sparked debates about its utility, potential for harm and legality.
“It is easy to imagine the degenerate case of AI video generation that ends up with us all being sucked into an RL-optimized slop feed,” Altman wrote in a post on X on Tuesday. “The team has put great care and thought into trying to figure out how to make a delightful product that doesn’t fall into that trap, and has come up with a number of promising ideas.”
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