OpenAI Unveils Features Aiming at App Store Model
Recent announcements from OpenAI's Dev Day point toward an alternative to the traditional app store model, integrating software discovery directly into ChatGPT for both people and AI agents.
Radwan AbdulhadiEditor and technology writer
Challenging the Traditional App Store Model
During its recent Dev Day event, <a href="https://techcrunch.com/tag/openai/">OpenAI</a> showcased a series of announcements that collectively point toward a bigger plan to disrupt the traditional app store model. Rather than relying solely on conventional mobile or desktop platforms, the company is turning ChatGPT into a central hub where software can be discovered, launched, and utilized by human users and <a href="https://techcrunch.com/category/artificial-intelligence/">AI</a> agents alike.
While the company has previously <a href="https://techcrunch.com/2025/12/18/chatgpt-launches-an-app-store-lets-developers-know-its-open-for-business/">experimented with how apps could operate</a> within its familiar chatbot interface, this current vision represents a much more fleshed-out approach to software distribution and user interaction.
Direct Discovery and Plug-in Architecture
ChatGPT, which reportedly counts 1.2 billion weekly users, is expanding its capabilities to act as a discovery mechanism. When the chatbot recognizes that a specific application could assist a user in completing a task, it begins making app suggestions directly within the flow of conversation. Users can then connect the app and start utilizing it immediately inside ChatGPT.
This functionality is supported by the recent <a href="https://techcrunch.com/2026/09/29/openai-expands-chatgpts-plugins-with-app-like-interfaces-and-automations/">expansion of ChatGPT’s plug-in architecture</a>. The update introduces extensions that enable developers to build interactive panels, allowing users to interact with their tools directly inside the chat interface instead of opening separate web browsers or native applications.
Developers can now build AI-native versions of their applications through ChatGPT. Launch partners participating in these efforts include companies like Notion, Vercel, T3, OpenClaw, Dactyl, and Cognition’s Devin.
Identity Integration and Marketplace Expansion
To incentivize users to adopt this new distribution channel, OpenAI introduced <a href="https://help.openai.com/en/articles/20001410-sign-in-with-chatgpt">Sign in with ChatGPT</a>, which allows individuals to bring their user identity and existing AI allowance across third-party applications.
During event demonstrations, OpenAI highlighted internal projects such as its <a href="https://help.openai.com/en/articles/20001546-the-meetings-plugin-in-chatgpt">own new meeting app</a>, which integrates with user calendars to take notes and summarize follow-up items. Furthermore, design tools from companies like Adobe and Figma can also be operated within the chat environment.
In addition to conversational integrations, OpenAI launched a dedicated enterprise app marketplace featuring over 30 initial partners, including Salesforce, HubSpot, ServiceNow, Sierra, Decagon, Harvey, Legora, Palo Alto Networks, CrowdStrike, and Baseten. Eligible enterprise customers are able to apply part of their OpenAI commitments toward approved partner software.
Autonomous Agents and Future Outlook
Beyond conversational app discovery, OpenAI is steering users toward an ecosystem powered by <a href="https://techcrunch.com/2026/09/29/openai-launches-dots-its-bubbly-agentic-avatar/">its agentic assistants known as Dots</a>. These autonomous agents run on individual cloud computers and browsers, capable of executing complex multi-step tasks across the web.
Rather than forcing users to manually download and navigate separate software applications, <a href="https://techcrunch.com/2026/09/29/openai-launches-dots-its-bubbly-avatar/">autonomous AI agents known as Dots</a> handle requests by connecting to an ecosystem that now encompasses more than 4,000 apps. These agents can also engage in proactive research in the background using connected apps in a read-only mode, offering assistance with user approval.
While OpenAI has established tools for app discovery, distribution, developer reviews, and user identity, the company did not announce a standardized billing or revenue-sharing system comparable to traditional app stores during its Dev Day presentations.
Sources
- TechCrunchOpenAI’s latest features take direct aim at the app store model
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