OpenAI embraces the 'platform paradox' by selling API access to startups that compete directly with its own apps like ChatGPT. The strategy is to foster a broad ecosystem, believing that enabling competitors is necessary to avoid losing the platform race entirely.

The barrier to entry for building on the ChatGPT platform is remarkably low. Using modern AI-assisted coding tools, a solo developer or small team can realistically build and ship a working Minimum Viable Product for a ChatGPT app in under 30 days. This speed allows for rapid experimentation and iteration on new business ideas.

The initial app integrations for ChatGPT lack a compelling "magic moment" and feel similar to Slack's app ecosystem, where connectors exist but are rarely used for complex tasks. This raises questions about whether users will meaningfully engage with another app marketplace.

Unlike the failed GPT Store which required users to actively search for apps, the new model contextually surfaces relevant apps based on user prompts. This passive discovery mechanism is a massive opportunity for developers, as users don't need to leave their natural workflow to find and use new tools.

Consumer innovation arrives in predictable waves after major technological shifts. The browser created Amazon and eBay; mobile created Uber and Instagram. The current AI platform shift is creating the same conditions for a new, massive wave of consumer technology companies.

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.

Despite the hype, AI's impact on daily life remains minimal because most consumer apps haven't changed. The true societal shift will occur when new, AI-native applications are built from the ground up, much like the iPhone enabled a new class of apps, rather than just bolting AI features onto old frameworks.

Similar to how mobile gave rise to the App Store, AI platforms like OpenAI and Perplexity will create their own ecosystems for discovering and using services. The next wave of winning startups will be those built to distribute through these new agent-based channels, while incumbents may be slow to adapt.