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Former Apple CEO John Sculley believes OpenAI has become Apple’s strongest rival in the new era of artificial intelligence.
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OpenAI is driving a shift from the traditional “apps era” to the “agentic era,” where AI performs tasks autonomously.
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Former Apple CEO John Sculley urges Apple to fully embrace AI innovation or risk losing its technological edge.
Former Apple CEO John Sculley warns Apple faces its toughest rival in OpenAI
Former Apple CEO John Sculley has said that Apple is facing real competition for the first time in decades — and surprisingly, it’s not from Samsung, Google, or Amazon, but from OpenAI. Speaking at the Zeta Live Conference 2025, Sculley emphasized that Apple’s biggest challenge ahead is adapting to the new world of artificial intelligence, where innovation is moving faster than ever.
He pointed out that while Apple revolutionized consumer technology with the iPhone and App Store, it has been slow to adapt to the next major shift — AI-powered systems that act as digital assistants capable of making decisions independently. “Apple hasn’t excelled in AI. The next big revolution is the agentic era, and OpenAI is setting the pace,” said Sculley.
According to Former Apple CEO John Sculley, OpenAI has disrupted the technology landscape with breakthroughs such as ChatGPT and GPT-5, redefining how humans interact with machines. Instead of depending on countless apps, users will soon rely on intelligent AI agents that can perform multiple tasks through natural conversation. Sculley believes this shift marks a turning point in the tech industry, where Apple must decide whether to lead or risk falling behind.
OpenAI driving the new agentic era, leaving Apple to catch up
OpenAI is leading the move from what Sculley calls the “apps era” to the “agentic era.” In this new phase, AI agents can understand, plan, and act on behalf of users — from managing emails and scheduling meetings to writing code and handling creative projects. Sculley said that companies like OpenAI, Google, and Meta are innovating at a much faster pace than Apple, releasing frequent updates and improvements to their AI systems.
He mentioned Apple’s delays in upgrading Siri as a sign that the company has fallen behind in artificial intelligence. “Siri was revolutionary when it launched, but it hasn’t evolved as much as AI assistants from competitors,” he noted. While OpenAI continues to launch new models capable of reasoning, creativity, and automation, Apple’s approach to AI remains conservative and tightly integrated into its closed ecosystem.
Former Apple CEO John Sculley emphasized that Apple’s strength has always been in hardware and design excellence, but that advantage might not be enough in the AI-driven future. “We’re entering an era where intelligence, not just innovation, defines success. Apple needs to pivot fast,” he said.
Former Apple CEO John Sculley suggests Apple needs an AI-first leader
Former Apple CEO John Sculley also spoke about the kind of leadership Apple will need to navigate the coming decade. He suggested that Apple’s next CEO, whoever replaces Tim Cook, should be someone who truly understands artificial intelligence and its role in transforming user experience. The future, he said, will depend less on the number of apps and more on how effectively AI can manage tasks automatically for users.
Sculley described this as a major shift in the company’s business model. While today’s app-based software makes money by selling tools or one-time purchases, the agentic era — led by companies like OpenAI — is moving toward subscription-based models. In this new model, users pay continuously as long as they depend on an AI system to perform tasks or deliver services. “The biggest opportunity and risk for Apple lie in whether it can redefine itself in this new reality,” he warned.
He added that Apple’s ability to integrate AI seamlessly into its products — from iPhones and Macs to wearables — will determine its future relevance. While Apple’s new chips and on-device AI initiatives show promise, OpenAI’s growing influence in global AI development means the competition is already intensifying.
OpenAI challenging Apple’s innovation dominance
OpenAI has become the face of modern artificial intelligence, challenging even the most established tech giants. Its language models power applications across industries — education, business, entertainment, and healthcare — transforming how people work and communicate. Former Apple CEO John Sculley acknowledged that Apple’s history of innovation still gives it an edge, but cautioned that innovation without adaptability could lead to stagnation.
He pointed out that Apple’s strategy has long centered on creating devices and software that integrate perfectly within its ecosystem. However, the rise of OpenAI’s open-ended technology has changed what consumers expect from digital experiences — intelligence, personalization, and autonomy. “The future belongs to platforms that learn about you, not just the ones that serve you,” Sculley said.
In this emerging competition, Apple faces a defining moment. It can either integrate advanced generative AI deeply into its ecosystem or risk being overshadowed by companies that are already doing so. The message from Former Apple CEO John Sculley is clear — Apple must move faster, experiment more, and embrace AI-driven transformation before it’s too late.
Former Apple CEO John Sculley sees OpenAI as catalyst for Apple’s next chapter
Former Apple CEO John Sculley concluded his talk on an optimistic note, saying that competition from OpenAI could be exactly what Apple needs to reawaken its spirit of innovation. He recalled that during his tenure in the 1980s, Apple thrived when it faced tough competition and had to prove its creative edge. “Apple has always been strongest when it’s challenged,” he said.
He believes that if Apple fully embraces artificial intelligence — not just as a feature, but as the foundation of its products — it could redefine the relationship between humans and technology once again. “Apple reinvented the personal computer, the music player, and the smartphone. Now it must reinvent the AI experience,” he said.
As OpenAI continues to push the boundaries of what intelligent systems can do, Sculley’s remarks serve as both a warning and a call to action. The future of technology may no longer depend on the next device, but on the intelligence that powers it — and Apple’s response to that future could determine whether it remains a leader or becomes a follower.
