OpenAI has announced a new phase in its evolution, embedding an “app-store” like ecosystem directly into ChatGPT. The update, revealed during its DevDay 2025 event, enables users to access and interact with third-party applications without leaving the ChatGPT interface.
Under the new model, developers can build apps using an Apps SDK, and the first wave of partners includes major names such as Spotify, Canva, Zillow, Booking.com, Coursera, Expedia and Figma.
Users simply mention an app within a ChatGPT conversation (for example “Spotify, make me a playlist”), and the system prompts to connect and agree to data permissions.
OpenAI is positioning profits from the new commerce mechanism, through direct purchases inside ChatGPT, as an alternative to traditional app store models dominated by Apple and Google.
In its announcement, CEO Sam Altman described the integration of apps as enabling “a new generation of apps that are interactive, adaptive, and personalised, that you can chat with.”
At present, the rollout excludes users in the European Union, where regulatory hurdles remain under review. OpenAI plans to begin accepting app submissions for review later in 2025, and will spotlight applications that meet higher design and usability standards in an app directory.
While this approach could herald a major shift in how software is distributed and monetised, observers warn of risks. Some security studies have already highlighted vulnerabilities in large-language model (“LLM”) app stores, ranging from apps with misleading descriptions to improper data collection and generation of harmful content. Balancing innovation with safety will be central to OpenAI’s success in this expanded role.
The initiative reflects OpenAI’s aspiration to transition ChatGPT from a tool into a full-fledged platform or even operating system. In fact, engineering leads refer to the long-term vision as replacing conventional operating systems with a conversational interface layer.
Only time will tell whether this bold redesign can rival the economics and dominance of existing app stores, but for now, it has sparked widespread interest and discussion across the tech world.
Sources: Business Insider, TechCrunch, TechRadar
