is going to do for Apple and more equally as important vice versa.

Give us a little bit of the history between Apple and Sam Altman because the relationship is you right in your piece.

It goes back years to just after the iPhone was first released.

Why did a then 23 year old Sam Altman take the stage at W.W.D.C.

So interesting.

The last time that Sam Altman was involved with Apple in any public sense was like you said 2008.

Now let me take you back to 08.

The app store had not yet launched the app store launched in July.

Right.

Actually July 9th of 2008.

And in June early June they held their final worldwide developers conference before that launch to get people interested in the app store and app development on IOS.

They spent a good half nearly an hour of that conference that year.

And this was back when Steve Jobs was leading the company bringing up different offers to talk about their different app initiatives.

And Sam Altman came up to present loops.

This was a precursor sort of to find my iPhone find my friends.

It was a very well received app.

Ultimately the app did so well that it got acquired back almost 15 years ago for about 50 million dollars.

So this was a big deal.

And for Altman this helped give him promotion to sell loops.

Right.

But for Apple it also proved the app store as a third party application platform.

Mark tell us why Apple is turning now to Altman in 2024 for something to do with A.I.

I mean this would seem like you know Apple where the I would think the biggest and brightest minds in the tech world reside.

Why is it that they don't have those people in-house and that they're turning to Sam Altman for help.

I have to tell you Molly it's pretty embarrassing for Apple.

It seems like it is.

I would think so.

Right.

They missed the boat on generative A.I.

and probably modern artificial intelligence as a whole.

And it's very interesting to me that they've had to go this way in partner with open A.I.

versus being able to build a chatbot in-house.

So Apple will have its own large language models and different technologies to run A.I.

on the iPhone.

But for a chatbot something that people are used to already now since the end of 2022 those open A.I.

like features they're partnering with open A.I.

to integrate that deep into the iPhone experience.

They held talks with and drop it.

They held talks with Google Gemini as well.

But ultimately they've landed on open A.I.

as their initial launch partner.

I expect them to eventually strike a deal with Gemini and others in the future.

They're still talking to Google about this.

This is really interesting.

I thought last year with the introduction of the Vision Pro that last year's W.W.V.C.

was the biggest Apple launch in five years or so.

Truth is it's this year because A.I.

not only is the current but it is the future.

It's going to make their current devices better.

But if they don't get their A.I.

technology in order they're going to miss out on the next wave of artificial intelligence driven devices.

In my power on column this Sunday I'm going to get into more what that means for Apple.

But just to give you a little bit of a taste here you've seen other people come out with devices sort of like the humane A.I.

pin complete failure.

They're up for sale.

You've seen the rabbit are one.

You've seen Samsung integrate A.I.

into their phone similar to how Apple is going to do so next week.

But the real stuff is what's enabled by A.I.

things like next generation air pods humanoid robots augmented reality glasses future versions of the Vision Pro more advanced processors and Max.

That requires an extraordinarily sophisticated handle on next generation A.I.

technologies.

That's why this is so important.

This is not about the iPhone 15 16 17 or even 18.

This is about the product categories that don't exist yet.

And if they don't get their A.I.

in good shape those categories will never exist.