In a rare and deeply poetic moment in tech history, Sam Altman and Jony Ive have officially introduced io—a new company and a new vision for the future of human-computer interaction. This isn’t just another startup. This is a convergence of minds, philosophies, and disciplines. It is an ambitious attempt to reimagine how we experience artificial intelligence—how we see it, touch it, and live with it.
At Media M, where we live and breathe the evolution of AI and marketing, we recognise this as a pivotal moment—not only for technology but for the relationship between brand, product, and user.
The Beginning of io
It began, as these stories often do, in quiet collaboration. Two years ago, Jony Ive—legendary designer and founder of the creative collective LoveFrom—began working with OpenAI CEO Sam Altman. Their conversations turned into sketches. Their philosophies, shared over decades of innovation, coalesced into product ideas that were elegant, intuitive, and deeply human.
What started as informal exploration quickly demanded more than just meetings and mockups. It demanded structure. It demanded a new company. That company became io, founded by Jony Ive alongside long-time collaborators Scott Cannon, Evans Hankey, and Tang Tan—all familiar names in the realm of world-class hardware and design.
Why io Matters
As AI continues to evolve, so too must the way we interact with it. While language models and vision systems now understand more than ever before, the interfaces we use remain mired in the past—taps, swipes, and keyboards that haven’t changed in decades.
io aims to change that.
In their own words, the mission is to develop products that:
“inspire, empower and enable.”
But at its core, io is about empathy—an understanding that for AI to be truly transformative, it must feel human, joyful, and beautifully designed.
This isn’t about faster chips or smarter assistants. It’s about creating tools that remind us of why we fell in love with technology in the first place: delight, wonder, and the thrill of discovery.
A Strategic Merger with OpenAI
In a move that signals deep alignment, io is now merging with OpenAI. This goes beyond partnership—it’s a formal unification. The goal: to integrate cutting-edge research with world-leading design, and to create products that are more than functional—they’re inspirational.
With this, Jony Ive and LoveFrom will take on creative and design leadership across both OpenAI and io. It’s an extraordinary alignment of vision, talent, and mission. As Sam Altman puts it,
“AI is an incredible technology, but great tools require work at the intersection of technology, design, and understanding people and the world. No one can do this like Jony and his team.”
Bringing Emotion Back to Technology
What sets this announcement apart is its tone. There’s no boastful launch event, no specs, no feature lists. Instead, we get humility, wonder, and a strong undercurrent of optimism. Jony speaks of returning to the innocence and energy of early Silicon Valley. Sam talks about rediscovering the joy he felt when using an Apple Computer 30 years ago.
In an industry often dominated by speed and scale, io is making space for meaning. For craft. For joy.
What Comes Next?
Details are intentionally sparse. We don’t know what io’s first product will be, but clues suggest a focus on novel hardware interfaces—possibly wearable, ambient, or spatial computing devices—designed to make AI feel more like a companion than a tool.
But perhaps that’s the point. As marketers, we often talk about the why before the what. With io, the why couldn’t be clearer: to elevate the human experience through AI-powered tools that are not only powerful but profound.
At Media M, we believe this moment will be looked back on as a turning point—where design reclaimed its rightful place beside code, and where intelligence was paired with intention.
As AI becomes more deeply embedded in our lives, io reminds us that the future doesn’t have to be cold and clinical. It can be beautiful. It can be humane. It can feel like home.
Welcome, io. The world is ready.
Media M 
Leave a comment