The project was officially acknowledged in a feature on Jony Ive in The New York Times, although it did not disclose specific details about the nature of the project. Industrial designer Marc Newson, collaborating with Ive, mentioned that the teams are still in the process of determining the exact scope of the project. Nevertheless, that has not deterred investors from getting involved. The project is on track to achieve unicorn status by the end of December, with funding from investors such as Emerson Collective, led by Laurene Powell Jobs. Ive’s LoveDesign is tasked with creating the product's design. Ive and Sam Altman were introduced last year through a dinner organized by Brian Chesky, CEO of Airbnb.

During their discussions, they explored how generative AI might enable the development of new computing devices, among other topics. This interaction led to subsequent dinners and ultimately to a partnership agreement. In February, the startup secured office space and brought on board 10 employees, including the individual who succeeded Ive at Apple, as well as the head of iPhone product development.