Former Apple CEO John Sculley Calls OpenAI Apple’s First Real Competitor in Decades

October 16, 2025by Jessica Moore P.E.

OpenAI Represents Apple’s First True Competition in Decades

Former Apple CEO John Sculley has declared that ChatGPT creator OpenAI represents Apple’s “first real competitor in many, many decades,” according to his remarks at the Zeta Live conference. Sculley, who led Apple from 1983 to 1993, expressed admiration for current CEO Tim Cook’s leadership but suggested that AI has not been Apple’s strength.

Shift From Personal Computing to Agentic AI

Sculley explained that while Steve Jobs originally envisioned personal computing as empowering office workers with knowledge access, AI agents are now handling “more and more of the heavy lifting” traditionally performed by knowledge workers. “Where Apple’s personal computing revolution imbued workers with intelligence, agentic AI is the intelligence,” Sculley stated, noting this “completely changes the way we do business models.”

Threat to Apple’s App Ecosystem

Analysts suggest this shift toward AI-driven workflows could challenge Apple’s massive app-based ecosystem. The company recently reported that its App Store facilitated $406 billion in developer billings and sales in 2024. According to Sculley, the next Apple CEO will need to position the company for an era where “we don’t need a lot of apps, it could all be done with smart agents working across workflow automation.”

OpenAI’s Strategic Positioning

Sources indicate OpenAI is already advancing this vision. During the company’s October DevDay conference, OpenAI CEO Sam Altman announced ChatGPT apps integration with companies including Booking.com, enabling consumers to offload app usage to AI. Additionally, OpenAI’s acquisition of Jony Ive’s hardware company for $6.4 billion signals deeper competition with Apple’s design legacy.

Computing Infrastructure Expansion

OpenAI continues strengthening its position through strategic partnerships, according to reports. The company recently announced a collaboration with Broadcom to develop 10 gigawatts of AI accelerator hardware, building on similar deals with NVIDIA and AMD that reportedly secure over 30 gigawatts of compute capacity for 2025.

Industry Transformation Ahead

Sculley anticipates broader industry shifts toward subscription models as companies sell AI-driven solutions rather than productivity tools. This “agentic era,” as described in his conference appearance, represents the most significant competitive challenge Apple has faced in Sculley’s assessment, potentially reshaping how businesses and consumers interact with technology.

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