Former Apple CEO John Sculley has sounded an alarm over Apple’s slow pace in artificial intelligence (AI). Speaking at the Zeta Live 2025 conference, Sculley said OpenAI represents the first major threat to Apple in decades, as the industry transitions from app-based ecosystems to agentic AI systems.
He noted that Apple has been relying on ChatGPT to handle complex user queries on Siri, underscoring how the company trails rivals such as Google, Samsung, and OpenAI in AI innovation.
“AI Has Not Been a Particular Strength for Apple”
“AI has not been a particular strength for them,” Sculley remarked, emphasizing that the agentic era — where smart AI agents can perform tasks across platforms — will fundamentally reshape how users interact with technology.
“In the agentic era, we don’t need a lot of apps; it can all be done with smart agents,” he said. He also explained that the shift from selling hardware and apps to subscription-driven AI services marks a new business paradigm for tech giants.
Jony Ive and OpenAI’s Collaboration: A Potential Game-Changer
Sculley also drew attention to reports that former Apple design chief Jony Ive is working with OpenAI CEO Sam Altman to develop AI-first hardware devices. Ive, who was the creative force behind the iMac, iPod, iPhone, and iPad, could bring Apple-like design finesse to OpenAI’s hardware ambitions.
“If there’s anyone who can bring that design dimension to OpenAI’s LLM-based systems, it’s Jony Ive,” Sculley added.
Who Is John Sculley?
John Sculley served as Apple’s CEO from 1983 to 1993, having been personally recruited by Steve Jobs. Ironically, he later became known for ousting Jobs from Apple in 1985. After leaving Apple amid declining profits, Sculley co-founded Zeta Global in 2007, a data-driven marketing firm where he remained active until his retirement in 2025.
A Warning from Apple’s Past
Sculley’s comments highlight growing industry consensus that Apple must accelerate its AI strategy or risk losing its innovation edge. As OpenAI, Google, and others redefine the future of computing with agentic AI, Apple’s next move could determine whether it leads or lags in the post-app era.
