OpenAI’s decision to buy Jony Ive’s gadget company, io, is about distribution.

Getting ChatGPT and other OpenAI models and products into the hands of users — that’s what really counts. Without that direct relationship, these products won’t be used as much, or it will cost a lot to get the offerings to consumers indirectly.

Sam Altman is working with Ive to secure direct user access, showing how distribution is becoming more important than technology in the AI race.