Apple’s iPhone design chief enlisted by Jony Ive, Sam Altman to work on AI devices

Legendary industrial designer Jony Ive and OpenAI chief executive Sam Altman are enlisting an Apple veteran to work on a new artificial intelligence (AI) hardware project, aiming to create devices with the technology's latest capabilities.

As part of the effort, outgoing Apple executive Tang Tan will join Ive’s design firm LoveFrom, which will shape the look and capabilities of the new products, according to people familiar with the matter. Altman, who has become the face of modern AI, plans to provide the software underpinnings, said the people, who asked not to be identified because the endeavour is not public.

The work marks one of the most ambitious efforts undertaken by Ive since he left Apple in 2019 to create LoveFrom. The iconic designer is famous for the products he helped devise under Apple co-founder Steve Jobs, including the iMac, iPhone and iPad. His hope is to turn the AI device work into a new company, but development of the products remains at an early stage, according to the people. The efforts so far are focused on hiring talent and creating concepts.

Tan will lead hardware engineering at the project, while working at LoveFrom, the people said. Bloomberg News previously reported that the executive was stepping down as Apple’s vice-president of iPhone and watch product design. He is not slated to depart until February, though his responsibilities were already divided up this month.

Altman, who was fired as OpenAI chief executive in November and quickly restated, irked some board members by raising funds for other endeavours. That included the effort with Ive, Bloomberg News reported in November. Altman had courted SoftBank Group chairman Masayoshi Son about making a multibillion-dollar investment in the new company.

Projects in the concept stage include devices for the home. OpenAI referred questions to LoveFrom, which declined to comment. Apple also declined to comment.

For Apple, Tan’s departure underscores an exodus of design talent. Since 2019, about 14 members of Ive’s former team at Apple have left. Only roughly half a dozen of the designers who once reported to Ive still remain at Apple.