OpenAI's partnership with Apple to integrate ChatGPT into iOS features like Siri and Image Playground has soured. According to Bloomberg's Mark Gurman, OpenAI is now considering legal action over what it views as a lopsided deal. Below, we answer key questions about the conflict, from unmet revenue expectations to the limitations of current integration.
What Was the Original Partnership Between OpenAI and Apple?
In 2024, OpenAI and Apple struck a deal to embed ChatGPT into iOS, iPadOS, and macOS. This allowed users to access the chatbot through Siri and apps like Image Playground. iPhone users could also subscribe to ChatGPT directly via the Settings app, with Apple taking a revenue cut. However, OpenAI executives expected deeper integration across more Apple apps and premium placement within Siri. They believed the partnership would generate billions in annual subscription revenue, a claim reportedly encouraged by Apple, which compared the deal to its multi-billion-dollar search agreement with Google. But the reality has fallen short, with OpenAI feeling the deal hasn't lived up to its potential from either a promotional or financial standpoint.
Why Is OpenAI Unhappy With How Apple Promotes ChatGPT?
OpenAI executives argue that Apple has failed to properly advertise the ChatGPT integration, leaving many users unaware of its availability. They claim that Apple has not made an honest effort to promote the feature, and that the implementation lacks visibility. As a result, the number of customers using ChatGPT via Siri remains low. OpenAI believes that if Apple had marketed the integration more aggressively, subscription revenue would have been much higher. This lack of promotion is one of the core grievances that may lead to legal action.
What Were the Revenue Expectations and the Reality?
According to reports, Apple initially indicated that the partnership could be as lucrative as its billion-dollar deal with Google for Safari search. OpenAI therefore anticipated billions of dollars per year from ChatGPT subscriptions sold through Apple's platform. But the actual revenue hasn't come close to those projections, as per Bloomberg. OpenAI executives say the company has done everything from a product perspective, but Apple has not reciprocated. The failure to meet these lofty expectations is a key source of tension, with OpenAI questioning Apple's commitment to the deal.
How Did Apple's Culture of Secrecy Affect the Deal?
Apple's well-known secrecy caused friction even before the partnership was finalized. OpenAI executives say Apple provided little detail about how ChatGPT would be integrated into Siri and other features. An unnamed OpenAI executive told Bloomberg that Apple essentially demanded they take a leap of faith and trust us. This lack of transparency left OpenAI in the dark about the exact implementation, leading to a product that didn't match their expectations. The executive described the deal as a failure, highlighting the fundamental disconnect between the companies.
What Are the Limitations of the Current Siri-ChatGPT Integration?
To access ChatGPT through Siri, users must explicitly say the word "ChatGPT" in their voice command or type it. This requirement reduces discoverability and convenience. Even when invoked, the responses shown within the Siri interface contain limited information compared to the full ChatGPT app. OpenAI feels this restricted presentation undermines the value of their technology. They believe that if the integration were seamless and more feature-rich, user adoption and satisfaction would be higher. These limitations are part of why OpenAI considers Apple's implementation insufficient.
What Legal Actions Is OpenAI Considering Against Apple?
According to the Bloomberg report, OpenAI is evaluating a range of responses, from sending Apple a formal letter alleging breach of contract to filing a full lawsuit. The company is weighing its options but remains hopeful that the issues can be resolved outside of court. OpenAI has attempted to renegotiate the deal, but those efforts have stalled. The legal consideration underscores the seriousness of the conflict, though OpenAI appears to prefer a negotiated settlement over litigation.
How Does iOS 27's Rumored Chatbot Integration Affect OpenAI?
Reports suggest that future iOS 27 will allow other chatbots like Google's Gemini and Anthropic's Claude to be integrated into Siri, potentially through an "Extensions" feature. OpenAI is not opposed to this—their partnership was never exclusive. In fact, OpenAI believes that having multiple chatbot options might actually better promote ChatGPT by making the category more visible. However, the current strained relationship means OpenAI is wary of how this broader integration will be handled. They hope that Apple will treat ChatGPT fairly in this new ecosystem.