A new tech rivalry is making headlines—this time not over AI breakthroughs, but over how apps are ranked and featured on the Apple App Store. Elon Musk, CEO of X (formerly Twitter) and founder of xAI, has accused Apple of unfairly promoting OpenAI’s ChatGPT while suppressing his own AI chatbot, Grok.
Musk’s allegations have escalated into threats of legal action, fueling antitrust debates and sparking discussions about transparency in app marketplaces.
Background: The App Store Power Play
Apple’s App Store serves as the primary gateway for iOS apps, where rankings and featured spots can make or break an app’s success.
Editorial curation: Apple’s internal team picks featured apps
Musk’s AI venture Grok directly competes with OpenAI’s ChatGPT. Since ChatGPT’s integration into iOS, it has consistently ranked at the top of AI app categories—something Musk claims is no coincidence.
Musk’s Allegations
Musk argues that Apple has made it “impossible” for AI apps other than ChatGPT to reach “Must Have” and top-ranking lists.
“Apple is engaging in anti-competitive behavior by boosting ChatGPT at the expense of other AI products, including Grok,” Musk posted on X.
“Our ranking systems are based on objective metrics, including app quality, customer ratings, engagement, and download volume. We do not favor any one developer over another.”
Apple emphasizes:
Algorithmic fairness
Editorial integrity
Equal opportunity for all developers
Counter Evidence: Can Other AI Apps Succeed?
Despite Musk’s claims, recent data suggests it’s possible for non-ChatGPT AI apps to rank high:
DeepSeek – No. 1 in China (January 2025)
Perplexity AI – No. 1 in India (July 2025)
These examples challenge the narrative that Apple’s App Store is closed off to ChatGPT’s competitors.
The Sam Altman Connection
This dispute revives Musk’s long-standing rivalry with OpenAI CEO Sam Altman. Altman responded by accusing Musk of manipulating X’s own algorithms to boost his content and challenged Musk to swear under oath that he hasn’t influenced rankings on his own platform.
Antitrust and Regulatory Implications
The Musk–Apple dispute emerges at a time when Apple is already under scrutiny:
Epic Games v. Apple – App Store fees and restrictive policies
EU investigations into digital market practices
If Musk pursues legal action, possible regulatory outcomes include:
Increased transparency in ranking algorithms
Mandatory reporting of editorial selection processes
New industry standards for app marketplace fairness
Potential Industry Impact
If Musk’s claims are validated, this case could reshape the app economy:
Developers may demand algorithmic transparency
AI competition could broaden beyond a few dominant players
Consumers might see more diverse apps in top rankings and “Must Have” lists
Conclusion
The Musk–Apple feud is more than a tech rivalry—it’s a test case for fairness in digital marketplaces. Whether resolved in court or in the court of public opinion, the outcome could change how app stores operate for both AI apps and the entire developer ecosystem.
For now, all eyes are on Musk—will he file formal legal action, or will this remain a public standoff that fuels ongoing debates about big tech transparency?
Abdullah Zulfiqar
Abdullah Zulfiqar is a tech blogger who writes simple and useful tips about new technology. He shares what he learns to help others stay updated and informed.View Author posts
