Virtual Shopping Assistant Coming to Apple Store App, Privacy Policy Reveals

Apple has updated its official Apple Store App & Privacy page with details about a new virtual shopping assistant, a change noticed by MacRumors. The feature will use personal data and outside partners to power conversational shopping.



The new Virtual Shopping Assistant section says Apple collects account information, device identifiers, carrier information, chat information, and, when enabled, location data. The information is used to personalize the chat experience, provide relevant responses, and, if users opt in, improve the virtual shopping assistant. A Chat Improvements toggle under Account > Settings will let users decide whether their conversations can be used for those improvements.


Apple says it shares chat content with unnamed partners "to provide a conversational response" after removing personal identifiers. That wording suggests a third-party AI model may power at least part of the experience. Chat transcripts are saved so users can revisit previous conversations, and Apple also retains them for business analytics.

The feature isn't yet available in the Apple Store app. It appears similar to the "Ask" assistant already offered in the Apple Support app, though this version is expected to focus on shopping. Based on Apple's description, the assistant could answer questions about Apple products, recommend compatible accessories, compare configurations, or help shoppers decide when to upgrade, but Apple hasn't confirmed exactly how it will work.

Apple has been weaving AI into its retail operations. It recently began testing a Live Notes system at a handful of stores. The tool transcribes Genius Bar sessions so employees don't have to stop and type.

Apple hasn't said when the virtual shopping assistant will launch, where it will be available first, or who its outside partners are. The privacy policy's wording, "Where the Apple Store app virtual shopping assistant is available," also suggests the rollout may vary by region. In the meantime, iClarified's Apple Price Tracker lets you compare current prices on Apple products across major retailers.