Apple faces a new tech rival in the tech industry as its design executive, Tang Tan, joins LoveFrom, the design firm founded by iconic designer Jony Ive. This move signals a strategic partnership between LoveFrom and OpenAI CEO Sam Altman, one that will focus on developing groundbreaking Artificial Intelligence (AI) hardware projects.
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LoveFrom’s AI Hardware Project
LoveFrom, powered by the collaborative efforts of Tang Tan and Jony Ive, is set to venture into AI hardware. Bloomberg reports indicate that the firm will work closely with Sam Altman, who will contribute the underlying AI software for the devices. The ambitious goal is to not only design these devices’ physical appearance but also imbue them with cutting-edge AI capabilities.
According to sources, Ive envisions the potential evolution of this venture into a standalone company dedicated to AI hardware. In the wake of these developments, Apple faces a new tech rival in the form of LoveFrom, signalling a potential shift in the landscape of AI-driven hardware innovation.
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Early Concept Phase and Clientele
The projects are currently in the early concept phase and include the development of devices for home use. LoveFrom’s portfolio already boasts an impressive array of clients, including Airbnb and Ferrari. This move by Tang Tan adds to the growing list of former Apple employees who have found a new home at LoveFrom. Notably, the company had a three-year consulting deal with Apple that concluded in 2022.
Industry Expert’s Perspective

Gene Munster of Deepwater views LoveFrom’s latest project as a significant development. Apple faces a new tech rival, as he suggests that the collaboration with OpenAI goes beyond a conventional customer relationship, likening it to magnets being drawn together. While acknowledging the uncertainty of the project’s outcome, Munster believes there’s a one-in-three chance that it could evolve into a new company under Ive’s leadership. He emphasises that Ive’s goal is not to compete with Apple but to “Change the world” through innovative technology.
Implications for Apple
Despite the potential impact of LoveFrom’s endeavours, Munster reassures that the iPhone, a cornerstone of Apple’s success, will likely remain unaffected for at least five years. The industry expert foresees this development as the emergence of another device rather than an iPhone challenger, emphasising that Apple faces a new tech rival and will need to respond accordingly to this evolving landscape.
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Concluding Statement
As Tang Tan transitions to LoveFrom, the tech industry watches with anticipation to see how this collaboration, backed by the visionary minds of Jony Ive and Sam Altman, will shape the future of AI hardware. The potential for a new company dedicated to revolutionising the tech landscape adds intrigue to this unfolding narrative. As LoveFrom takes bold strides and Apple faces a new tech rival, the latter will have to deal with a new challenge and adapt to the changing dynamics of the tech ecosystem.
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