OpenAI has hit a wall after Apple’s ChatGPT integration fell short of expectations.

Insiders say Apple silently throttled the feature, hiding it in tiny pop‑ups that offer limited answers and encouraging users to ignore the service. OpenAI executives feared the deal could have generated billions per year in subscriptions, yet the rollout delivers little value and may dent the brand. Users report the feature rarely activates and costs Apple sales.

The dispute has stalled renegotiations, and OpenAI now consults a law firm on possible legal remedies. The company complains Apple never explained how the integration would work, forcing OpenAI to make a leap of faith that now backfires.

Consumers face a clunky shortcut that demands an extra keyword, while developers see a missed chance to embed AI deeply in the iOS ecosystem. Apple’s choice to limit visibility and usability has turned a potentially lucrative partnership into a costly misstep.