SAN FRANCISCO, January 21, 2026 — OpenAI has abandoned the ‘io’ branding for its upcoming consumer hardware products and pushed the launch of its first device to 2027, according to a report citing people familiar with the company’s plans.
The rebranding decision follows internal feedback that ‘io’—initially used for the hardware initiative led by former Apple designer Jony Ive—felt too disconnected from OpenAI’s core identity.
The company now plans to market the products under the OpenAI name or a yet-to-be-determined sub-brand that ties more closely to ChatGPT and its other consumer-facing AI tools.
The delay pushes the debut of the first hardware device, widely rumored to be a pair of AI-powered earbuds, from late 2026 to sometime in 2027.
Development continues with Ive’s LoveFrom design firm, focusing on a compact form factor with always-on voice interaction, real-time translation, and contextual assistance powered by OpenAI’s latest models.
OpenAI has not publicly confirmed the changes. The company declined to comment when reached by reporters. The hardware effort, first revealed in late 2025, represents OpenAI’s most ambitious move into physical products since its founding, aiming to create an “always-available AI companion” that reduces reliance on smartphones.
The shift in timeline and branding follows a period of rapid growth for OpenAI, which reported annualized revenue exceeding $3.7 billion in late 2025 but continues to face high compute costs and competition from Google, Anthropic, and Meta.
The hardware project has been described internally as a long-term bet on “personal superintelligence” devices that can operate independently of screens.
Industry observers note that the delay allows more time to refine hardware-software integration and address privacy concerns around always-listening microphones. Similar products, such as Humane’s AI Pin and Rabbit R1, launched to mixed reviews in 2024–2025, highlighting challenges in delivering seamless AI experiences in wearable form.
OpenAI’s consumer hardware ambitions remain separate from its core API and enterprise business, though success could deepen user engagement with its models.
