In a painfully polished video dropped on X, OpenAI chief executive Sam Altman and Ive revealed they’ve been secretly collaborating for two years on "next-generation AI devices" under the guise of io, a little-known startup that Ive started with some mates. That outfit is now merging with OpenAI.

The naturally vague announcement didn’t shed much light on the deal, stating simply that io’s crew would now work more closely with its engineers and researchers in San Francisco. Ive’s design firm LoveFrom remains independent but will moonlight as OpenAI’s creative wing.

Altman said: “I want this to be democratised, I want everyone to have it,” as he gestured at a still-unseen prototype that he claims is “the coolest piece of technology that the world will have ever seen.” Lofty words, but so far, not even a blurry photo.

OpenAI recently reinvented itself as a Public Benefit Corporation, a move that supposedly prioritises societal good over shareholder greed. Whether that holds up when hardware hits retail shelves remains to be seen.

The merger is another sign that OpenAI wants more than just to power chatbots and code copilots. Rumours earlier this year suggested Altman had his eyes on wearables and robotics, possibly to chase the market currently faffing about with AI-powered smartphones, laptops and slightly cursed gadgets like the Humane Pin and Rabbit R1.

The Wall Street Journal reports that Altman and Ive have floated ideas like smart cameras and headphones. However, nothing’s been nailed down, and they admit nothing will likely ship until next year.

OpenAI’s hardware ambitions now look more like a trailer than a product. Just another day in the AI hype cycle  which now comes with brushed aluminium and minimalist fonts. Ironically still well ahead of Apple's AI vapourware.