Yesterday, OpenAI announced its $6.5 billion acquisition of Jony Ive’s company, LoveFrom (io). The goal? To design devices for the AI age — a new generation of computing, with humans back at the center.

Honestly, it’s the first announcement in a long time that actually made me excited about the future of technology and design.

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Apple was the company that made me want to be a designer.

I bought my first Mac in 2004. I still remember opening the box — that quiet moment when the packaging just made sense. A flap of plastic that helped you lift the device out, no struggle. That glowing Apple logo when you pressed the power button. It was thoughtful. Intuitive. Human. You didn’t need a manual. You just started using it, and it felt like it was designed for you.

That was Jony.

Somewhere along the way, we lost that.

Design became a commodity.

Systemized, templatized, watered down.

UI kits replaced real thinking.

Dribbble likes replaced real impact.

And in B2B, we saw an entire generation of software that prioritized sales over usability. The business got the deal. The user got the burden. It became about shipping whatever was fastest to build, not what was most thoughtful or meaningful.

Product managers took over. The good ones used design to prioritize decisions. The bad ones saw design as an afterthought - the polish on the tech.

We stopped designing for humans.

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But this OpenAI x Ive partnership feels like a correction.

It’s not just about making “an AI device.”

It’s about asking: How can technology feel more human again?

Traditionally, designers start with a problem and move towards a solution. But in this new era the solution (AI) is a solution to problems we aren't even aware of yet. It will help us move past the friction of using technology and create a new type of human experience. And design can be in the drivers seat - by being deliberate and thoughtful of the humans needs.

"If AI is the engine, then design is the steering wheel. And it's never been more important to know who's driving."

So how do we ensure those solutions respect our values, our lives, our humanity?

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We design for humans again.

We bring back clarity, care, and craft.

We make tools that don’t just work — they work with us.

Quietly. Intelligently. Beautifully.

Not just for users. Not just for customers.

For people.

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ChatGPT already feels like the first time using a Mac

This product already feels like magic.

It’s already an incredible creative partner.

And over the last six months, it’s gotten so much better.

But there are still points of friction.

Parts of the journey that don’t feel natural yet.

And this is where design shines. Creating new ways for humans to interact with AI. Molding it into specific use cases. Reducing friction around real-world interactions.

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And this is an exciting time to be a designer.