OpenAI is pushing its first consumer device to 2027, according to a Feb 10, 2026 report from 9to5Mac that cites a court filing first detailed by Wired. The filing says the product won't ship before the end of February 2027 and confirms the company is abandoning the "io" name.
The branding pivot isn't about vibes - it's legal. Wired reports the change comes amid a trademark fight with iyO, an audio hardware startup, and quotes Peter Welinder (OpenAI VP/GM) saying the company "decided not to use the name 'io.'" Wired also notes OpenAI hasn't created packaging or marketing yet, so there are no official visuals to see at this point.
About that viral "leaked" Super Bowl ad: it was a hoax. The Verge traced the clip back to a fake Reddit post and OpenAI executives publicly called it "totally fake." Translation: no official product images exist today.
Quick refresher on io Products (Jony Ive's design studio): OpenAI agreed in May 2025 to acquire the Ive-led startup for roughly $6.4-$6.5 billion to jump-start AI-native devices, with Ive (the former Apple design chief) steering design efforts. See the original coverage on CNBC.
What will the device actually be? Rumors have suggested earbuds with custom silicon and lots of on-device AI. One TechCrunch roundup flagged earbud chatter and a potential custom 2nm chip for local inference - that means running the AI model on the device itself rather than in the cloud. But separate court documents (covered by TechCrunch) describe the prototype as "not an in-ear device, nor a wearable," and earlier descriptions pointed to a screenless, pocketable or desk-friendly companion. Net: expect ambient, audio-first interactions rather than a straight AirPods clone. See TechCrunch's coverage here.
Why founders should care:
Hardware is a patience game - timelines slip, cash burns, and suppliers matter. Build supplier relationships early and add DFM (design for manufacturability) milestones to your roadmap so products are easier to produce.
Talent gets weird and expensive - you will need firmware engineers, systems folks, and silicon/design talent. Plan compensation and hiring timelines accordingly.
Local AI is rising - there's growing pressure to run inference on-device (running models locally). That affects choices around custom chips, audio front-ends, and power budgets.
Bottom line: the delay buys OpenAI time to refine models and push more capability onto devices while competitors race to stake claims in wearables and voice. It's a sensible play, but the opportunity window won't stay open forever. For more context, read the TechCrunch roundup here.
Sources: 9to5Mac, Wired, The Verge, CNBC, TechCrunch.
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