According to analyst Ming-Chi Kuo, OpenAI would be working on a smartphone developed in collaboration with MediaTek, Qualcomm, and Luxshare. The device would not be based on traditional apps. Instead, AI agents would directly manage user functions, eliminating the classic application interface.
Therefore, this scenario opens an urgent reflection for Italian SMEs. In fact, many digital strategies today depend on apps, third-party stores, and established mobile touchpoints. If AI agents become the new interaction layer, digital visibility changes radically. Furthermore, mobile advertising models and traditional SEO logic could be profoundly redesigned.
In summary, this is not yet a market-ready product. However, the strategic signal is clear and deserves immediate attention. We at SHM Studio monitor these developments to help SMEs position themselves before the change becomes irreversible. Therefore, understanding the direction of AI agents today means being able to adapt one's strategies in time. Digital marketing and online presence.
The signal coming from Cupertino — and it's not Apple
In late April 2026, analyst Ming-Chi Kuo published a note that immediately caught the industry's attention. According to his analysis, OpenAI would be developing a proprietary smartphone. The project would involve three leading industrial partners: MediaTek, Qualcomm, and Luxshare. The news was reported in detail by TechCrunch .
However, the most disruptive element is not the device itself. It's the philosophy that would guide it: AI agents would replace traditional apps as the primary layer of interaction. In other words, the user would no longer open an application. They would interact directly with an intelligent agent that manages tasks, searches, and transactions autonomously.
Furthermore, this development fits into a broader context. OpenAI had already announced plans for earbuds with integrated AI capabilities. Therefore, the smartphone would represent the next step towards a completely redesigned hardware ecosystem around artificial intelligence.
What's changing in the mobile experience architecture
To understand the real impact, we need to consider what eliminating apps actually means. Today, every digital touchpoint — from a website to e-commerce, from a Google Ads campaign to a company app — assumes the user actively navigates. They open an app, type a query, click on a result.
With AI agents, this flow is interrupted. The agent interprets the user's intention and acts directly. Consequently, many of the current touchpoints between brands and customers could become invisible or irrelevant. For example, a user looking for a restaurant will no longer open Google Maps. They will ask the agent to book, and the agent will do it autonomously.
So, the strategic question for SMEs is not whether this will change the market. It's when, and how quickly. We at SHM Studio we believe that companies should start thinking about these scenarios today, not when the device is on the shelves.
The immediate impact on the digital strategies of Italian SMEs
Italian B2B and retail SMEs are building their digital presence today on established pillars. Among these, the SEO , the google ads campaigns , mobile-optimized websites, and industry apps. However, in an ecosystem dominated by AI agents, these pillars could undergo a profound transformation.
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