Before launch, product leaders must ask if their AI offering is a true product or just a feature. Slapping an AI label on a tool that automates a minor part of a larger workflow is a gimmick. It will fail unless it solves a core, high-friction problem for the customer in its entirety.

The obvious social play for OpenAI is to embed collaborative features within ChatGPT, leveraging its utility. Instead, the company launched Sora, a separate entertainment app. This focus on niche content creation over core product utility is a questionable strategy for building a lasting social network.

OpenAI learned from its "Plugins" product that developers need control over their brand and user experience. The new Apps SDK allows custom UI components inside ChatGPT, a direct response to feedback that Plugins offered too little control, binding developers too tightly to the standard chat interface.

Enabling third-party apps within ChatGPT creates a significant data privacy risk. By connecting an app, users grant it access to account data, including past conversations and memories. This hidden data exchange is crucial for businesses to understand before enabling these integrations organization-wide.

Despite hundreds of millions of weekly active users, a huge multiple of that number have tried ChatGPT but can't find a reason to use it regularly. This signals a major gap between initial curiosity and sustained product-market fit for the general population.

While OpenAI has strong brand recognition with ChatGPT, it's strategically vulnerable. Giants like Google and Microsoft can embed superior or equivalent AI into existing products with massive user bases and established monetization channels. OpenAI lacks these, making its long-term dominance questionable as technical differentiation erodes.

Comparing chat interfaces to the MS-DOS command line, Atlassian's Sharif Mansour argues that while chat is a universal entry point for AI, it's the worst interface for specialized tasks. The future lies in verticalized applications with dedicated UIs built on top of conversational AI, just as apps were built on DOS.

Beyond its technical capabilities, OpenAI's app ecosystem within ChatGPT functions as a new distribution platform. For founders, this creates a strategic opportunity to build apps that serve as an interface layer to their product, opening a novel and potentially powerful channel for user acquisition and growth.

OpenAI's platform strategy, which centralizes app distribution through ChatGPT, mirrors Apple's iOS model. This creates a 'walled garden' that could follow Cory Doctorow's 'inshittification' pattern: initially benefiting users, then locking them in, and finally exploiting them once they cannot easily leave the ecosystem.