OpenAI has introduced a new feature allowing third-party applications to operate directly within its ChatGPT platform, enabling users to perform tasks such as booking travel, generating playlists, and editing designs without navigating to separate apps.
The announcement has prompted immediate market discussion, with some observers, including venture capitalist Anish Acharya, comparing its potential impact to the 2008 launch of Apple's App Store. OpenAI reports that ChatGPT currently serves 800 million weekly active users, positioning it as a significant emerging distribution channel for AI-native applications.
This development occurs as Apple continues to advance its own artificial intelligence strategy, centered on a redesigned Siri that aims to transform user interaction with applications. Apple's vision, introduced at its developer conference last year, seeks to reduce reliance on app icons by allowing users to interact with services primarily through voice commands and conversation. Apple's ecosystem controls hardware and operating systems, serving approximately 1.5 billion iPhone users globally, a substantial base compared to ChatGPT's reported active user count.
Apple's updated Siri is designed to integrate deeply with apps via enhanced SiriKit and App Intents frameworks. This is intended to enable existing apps to leverage new AI capabilities, such as proofreading or rewriting tools, without extensive additional development. The company has stated an initial focus on categories including Notes, Media, Messaging, Payments, Restaurant Reservations, VoIP Calling, and Workouts, where Siri will facilitate direct actions within apps. Apple's Intent framework is also being updated to support Apple Intelligence across a broader range of apps.
In contrast, ChatGPT's app system requires users to engage through a chatbot interface, often necessitating specific phrasing or naming the app directly to initiate functions. Early tests indicate potential user experience challenges, such as becoming stuck on loading screens with inaccurate queries. The setup process involves installing the app, navigating permission screens, and authenticating with existing credentials, though subsequent usage for tasks like generating Spotify playlists is designed for quicker activation within the respective app.
OpenAI's app integrations currently support a limited number of services, including Booking.com, Expedia, Spotify, Figma, Coursera, Zillow, and Canva, relying on the Model Context Protocol (MCP) for connectivity. Apple, by comparison, is reportedly internally testing its smarter Siri with a broader array of applications, including those from major players like Uber, AllTrails, Threads, Temu, Amazon, YouTube, Facebook, and WhatsApp. Apple has confirmed that its upgraded Siri is projected for release in 2026.
OpenAI is also exploring proprietary hardware in collaboration with former Apple design chief Jony Ive, aiming to embed its AI more pervasively into daily life. However, reports suggest challenges in developing a distinct computing paradigm beyond smartphones, and public sentiment has indicated an aversion to always-on AI devices due to privacy and social norm concerns. Apple's existing control over its operating system, hardware, App Store discovery mechanisms, and extensive developer tools provides a comprehensive platform that extends beyond just an AI-powered interface.
