For Sam Altman, CEO of OpenAI, the real competitor is not another AI lab, but Apple. Not for its current technology, but for what it symbolizes: the primary access to the digital lives of billions of users. OpenAI is evolving ChatGPT beyond a simple conversational assistant. The recent addition of app-like integrations allows users to perform tasks directly, without needing to open traditional apps on the iPhone. The proposal is simple yet revolutionary: if a chatbot can manage reservations, orders, or inquiries directly, Apple’s closed ecosystem could start to show cracks. A saying resonates in Silicon Valley: “Whoever controls the access point controls the digital economy.” Today that power lies in the App Store and its commissions, but tomorrow it could shift to a conversational interface that eliminates intermediaries. The challenge, for now, is execution. Some ChatGPT integrations work well, but many others still have limitations. The assistant can estimate prices or times, but cannot complete key actions, forcing the user to exit the environment and repeat information. “The promise is huge, but the experience still adds friction instead of removing it,” analysts consulted by Tip Ranks acknowledge. Still, Altman is clear about his goal: to transform ChatGPT into a kind of everyday operating system. OpenAI's ambition goes beyond software. Altman is collaborating with Jony Ive, former Apple designer, on the development of new AI-powered devices. The message is clear: they are not looking to compete with the iPhone from within, but to imagine a device that makes it unnecessary. “It’s not a battle of products, but of habits,” sources close to the project say. The real challenge is to change the way we interact with technology. In the market, Apple remains a solid bet. Analyst consensus maintains a “moderate buy” recommendation, with a potential upside of nearly 10%. The success of the iPhone 17 and the growth of services reinforce this view. However, not everyone is so optimistic. Melissa Fairbanks from Raymond James recommends “holding” Apple, warning that “much of the good news is already reflected in the price.” “Apple has a very strong value proposition and a hard-to-abandon ecosystem, but the market already knows that,” Fairbanks points out. With an installed base of 2.4 billion devices, the room for positive surprises from new updates is limited. Fairbanks adds that, although services are becoming increasingly relevant and profitable, Apple’s performance still largely depends on the iPhone cycle. Additionally, there are risks such as tariff pressures, component costs, and the high concentration of the supply chain in China. “With the stock trading at multiples above its historical average, we prefer to remain cautious,” Fairbanks concludes, referring to a P/E ratio well above the average of the last five years. For now, this does not pose an immediate problem for Apple, which continues to generate cash and dominate digital access. But Altman’s threat is structural, not tactical. The key question is not whether ChatGPT can replace an app today, but whether it will be the first place we turn to tomorrow. If that happens, Apple may not immediately lose market share, but it will lose something more valuable: its centrality. In technology, as in empires, power does not disappear overnight. First, it stops being essential. And that is where Altman is aiming.