OpenAI CEO Sam Altman revealed that he and renowned designer Jony Ive have been using a surprisingly unconventional test to gauge the success of their yet-to-be-released AI device: the “lick test.” During a recent onstage conversation moderated by Laurene Powell Jobs at the Emmerson Collective’s DemoDay, Altman shared that early prototypes of the device failed to inspire the kind of visceral reaction they were aiming for. “There was an earlier prototype that we were quite excited about, but I did not have any feeling of, I want to pick up that thing and take a bite out of it,” Altman said. “And then, finally, we got there all of a sudden.” He credited Ive with introducing the idea. “I remember he said once early on, we'll know we have the design right? I don’t remember whether he said, when you want to lick it or take a bite out of it, or something like that,” Altman recalled with a smile. The anecdote underscores the duo’s shared vision: a device so intuitive, elegant, and emotionally resonant that it feels almost instinctive to interact with. The goal, according to Altman, is for users to look at the product and instantly feel, “That’s it.” He described the ideal experience as one where the device feels so simple, yet so powerful, that it effortlessly handles complex tasks, allowing users to focus on what truly matters. “I understand how we got here, but I don’t think it’s making any of our lives peaceful and calm and just letting us focus on other stuff,” Altman said, contrasting today’s overstimulated digital experience with the serenity he hopes the new device will bring. He likened the current state of technology to “walking through Times Square” — overwhelming and chaotic. Ive echoed this sentiment, emphasizing that the most successful designs are those that feel inevitable, as if they were always meant to exist. “I can’t bear products that are like a dog wagging their tail in your face, or products that are so proud that they solved a complicated problem, they want to remind you of how hard it was,” he said. “I love solutions that teeter on appearing almost naive in their simplicity.” The collaboration between Altman and Ive began in earnest after OpenAI acquired Ive’s AI hardware startup, IO, for roughly $6.5 billion in May. Since then, the pair have been working on a “family of AI products,” with the consumer device expected to launch in “even less than” two years. While details remain scarce, the vision is clear: a device that doesn’t just perform tasks, but enhances life through quiet intelligence, seamless integration, and emotional resonance. For Altman and Ive, the ultimate test isn’t about specs or features — it’s about whether the product feels so right, you might just want to take a bite.