OpenAI is shifting gears from ChatGPT’s AI model launches to bigger bets — hardware, browsers, and social apps.
The company just pushed GPT-5, but it’s not the game-changer GPT-4 was. GPT-5 matches Google and Anthropic’s level, not surpassing it. Users complained, so OpenAI pulled back GPT-5’s router and reinstated GPT-4o after backlash.
At a San Francisco dinner, CEO Sam Altman teased a sleek new AI device developed with ex-Apple designer Jony Ive. Altman joked about no phone cases— 
“Listen, we’re going to ship a device that is going to be so beautiful,”
said Altman.
“If you put a case over it, I will personally hunt you down.”
OpenAI’s focus is broader now. Incoming CEO of applications Fidji Simo will run multiple new consumer apps beyond ChatGPT. One likely launch: an AI-powered browser to challenge Chrome. Altman floated the idea of buying Chrome if it goes up for sale.
“If Chrome is really going to sell, we should take a look at it,”
Altman said.
“Is it actually going to sell? I assumed it wasn’t gonna happen.”
Altman also expressed interest in launching an AI-driven social app, calling current AI use on social media uninspiring. He wants to build a “much cooler kind of social experience with AI.”
OpenAI is also eyeing brain-computer interfaces. Altman confirmed talks to invest in startup Merge Labs, a Neuralink competitor.
“We have not done that deal yet; I would like us to.”
Behind the scenes, OpenAI admits GPT-5’s rollout was rocky. Altman called the removal of GPT-4o without warning a mistake.
“I legitimately just thought we screwed that up,”
he said.
New updates will make GPT-5’s tone warmer but avoid echoing unhealthy behavior. OpenAI’s mental health team helped craft guidelines to keep ChatGPT interactions safe.
“GPT-5 was just very to the point. I like that. I use the robot personality — I’m German, you know, whatever,”
said VP Nick Turley.
“But many people do not, and they really like the fact that ChatGPT would actually check in with you.”
Despite the bumps, OpenAI’s API traffic doubled 48 hours after GPT-5’s launch, pushing the company to its GPU limits.
Altman’s vision: OpenAI evolving into a massive tech player, like Alphabet but broader, spanning data centers, robotics, energy, hardware, and AI apps.
Going public seems inevitable soon given the cash needs. For now, OpenAI is rebuilding bridges with media and trying to prep for a post-GPT-5 identity.
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