Here’s what just happened at OpenAI DevDay 2025: ChatGPT is getting its own “app store”—not as a separate shop with tiles and ratings, but right inside the chat window. You talk, it brings the right app into the conversation, you keep talking, and stuff gets done. That’s the pitch, and if it works at scale, it will change how we discover, use, and even think about apps.
OpenAI calls them simply “apps in ChatGPT.” They live inside your conversation, respond to natural language, and can render interactive interfaces—think maps from Zillow, a Canva design canvas, or a Spotify playlist builder—without leaving the chat. You can summon them by name (“Ask Canva to make a poster”), or ChatGPT can suggest one contextually. The first wave of partners includes Booking.com, Canva, Coursera, Expedia, Figma, Spotify, and Zillow. Developers get an Apps SDK to wire their services into ChatGPT’s brain.
There’s also a proper ecosystem plan: the SDK is in preview now; OpenAI says developers will be able to submit apps for review later this year, and a user-facing directory is coming. Monetisation details aren’t final yet—but they’re on the roadmap. Translation: an actual marketplace is forming around the chat interface, even if the “storefront” looks more like suggestions than shelves.
Media and market watchers are already framing this as a platform play big enough to make Apple’s App Store and Google Play feel a little… 2010. The Verge calls it a way to “build apps that function directly within ChatGPT,” while Wired puts it more bluntly: OpenAI wants ChatGPT to be your future operating system—the place where you launch and run things. Investors note the shift could pull user attention (and transactions) into ChatGPT and away from traditional web search, app stores, and even ad-supported models.
For users in India, this isn’t a science project—it’s already rolling out. Early coverage indicates the integrations are arriving first for paid tiers and expanding from there. Expect the usual staggered availability by account type and region, but the direction of travel is clear: fewer app hops, more “just ask.”
Why this could upend the mobile app status quo
1. Discovery flips from search to suggestion. Today you browse stores and read reviews. Tomorrow, you describe a goal and ChatGPT proposes the exact tool. That compresses the funnel and privileges apps with great in-chat UX over those with great screenshots. (OpenAI’s post explicitly says apps “meet you in the chat” and “adapt to your context.”)
2. Workflows become multi-app by default. A single conversation can move from ideation (Canva) to research (Coursera) to logistics (Booking.com) with ChatGPT orchestrating handoffs and keeping context. It’s the aggregator model, but for actions—not just information.
3. Apps become services; brands become verbs. If most interactions happen through language, the value shifts from “owning a home screen slot” to “being the best at a job-to-be-done inside chat.” That rewards clear intents, tight APIs, and conversational UX.
4. The new moat is data + memory. Apps that learn from your preferences inside ChatGPT (with explicit permissions) will feel magical. The flip side is privacy: users will need to understand what data is shared with which app, when, and why.
What this means for Indians specifically
· Less friction, more outcomes. Instead of opening five apps to plan a Goa trip, you could say, “Plan a 3-day Goa getaway for under ₹25,000 from Bengaluru, near the beach, vegetarian-friendly,” and ChatGPT could weave together lodging (Booking/Expedia), music for the drive (Spotify), and an itinerary with local classes (Coursera/Tripadvisor when available). Early partners already cover travel, learning, design, and real estate; food and mobility partners are “coming later this year,” per multiple reports.
· Localisation will matter. For real value in India, integrations must respect regional price sensitivity, language mix (Hinglish included), and local platforms. Watch how quickly Indian players plug in—and whether payments, receipts, and compliance are handled cleanly in-chat.
· Pricing watch-outs. Initial access looks tied to paid ChatGPT tiers before widening. If you’re a student or small business, factor that into your adoption timeline.
For developers: how to win in the chat-native era
· Design for prompts, not pages. Your first screen is a sentence. Map intents (“create poster,” “book homestay under ₹3,000,” “show 2BHKs in Whitefield under ₹75 lakh”) to deterministic actions. Provide smart defaults; ask minimum clarifying questions.
· Make your UI embeddable. OpenAI’s demos show interactive widgets (maps, editors) right in the thread. Build components that can render compactly, update live, and accept follow-up commands gracefully.
· Lean into orchestration. Users will chain multiple apps in one conversation. Expose clean APIs and support handoffs. If your value spikes when paired with another app (say, design → print), document that path.
· Measure differently. Retention might look like “returning intents per user” rather than daily active sessions. You’ll want analytics that capture conversational funnels, not just clicks.
· Prepare for platform rules. A directory and review process are coming; monetisation terms are TBD. Build with compliance (permissions, rate limits, data use) as a feature, not an afterthought.
Risks and open questions
· Monetisation and the “platform tax.” Will OpenAI charge a revenue share, a listing fee, or usage-based pricing via the SDK? Not specified yet. Until it is, forecasts are guesses.
· Ranking power and gatekeeping. If discovery is suggestion-based, the ranking algorithm is the new home screen. Developers will push for transparency; regulators may care too.
· Security and abuse. Any app ecosystem invites spammy or manipulative behavior. OpenAI ran a smaller version of this risk with the 2024 GPT Store; the stakes are higher now because these apps can act, not just chat. History says safety tooling and policy will need to be robust from day one. (Background on GPT Store era for context.)
The bottom line
Apps inside ChatGPT take the best part of smartphones—the “there’s an app for that” flexibility—and remove the worst part: hunting for the right app, learning its interface, and juggling logins. For Indian users, this could be the most practical AI upgrade yet: fewer taps, faster outcomes, and a single place to “just ask.” For developers, it’s a new distribution channel with real upside—and real platform dependence. Eyes open, build boldly.