Apple is quietly rolling out a new AI-powered virtual shopping assistant in its Apple Store app for iPhone users. This feature is currently available to a select group of users as part of an ‘early preview.’
The virtual assistant can be accessed by tapping a speech bubble icon in the bottom-right corner of the app, allowing users to inquire about Apple products, orders, trade-in values, payment options, and more.
Although Apple has not officially announced the feature, its existence came to light after a new privacy policy appeared on the company’s website.
This policy outlines how Apple intends to use personal information to tailor the chat experience, provide relevant responses, and improve the assistant’s capabilities if users opt in to share their data.
Despite the limited rollout, many Apple Store app users do not yet have access to the chatbot, indicating that Apple is conducting a focused test before potentially expanding availability.
This move aligns with Apple’s broader strategy to integrate AI into its ecosystem, enhancing user interaction and personalization.
The introduction of the AI shopping assistant may transform how users engage with Apple’s retail services, potentially streamlining the purchasing process and providing quick, on-demand information.
However, questions remain about the impact on traditional customer service roles and how the assistant will handle complex inquiries.
As Apple continues to test this feature, the company is likely gathering feedback to refine and improve the assistant’s functionality. Users interested in trying out the virtual assistant should keep their app updated, as broader access may be granted in the coming months.
