Apple Tests Early Preview of AI Shopping Assistant in Apple Store App

Apple appears to be beginning an Early Preview of a virtual shopping assistant in the Apple Store app for iPhone. The new chat interface replaces the Search icon for a limited number of users, allowing them to ask about Apple products, existing orders, trade-in values, payment options, and more.



A screenshot shared by ShrimpApplePro on X shows the assistant introducing itself: "I'm your virtual shopping assistant. Ask me about Apple products, existing orders, connecting with a specialist, and more, or feel free to use the prompts below." Suggested prompts include Latest Apple products, Find my trade-in value, Explain carrier offers, Help me choose a Watch, iPhone monthly payments, and Compare iPad lineup.


The feature is currently available only as an "Early Preview" for select users. Most people still see the standard Search icon, and Apple has not said when access will expand.

A July privacy policy update first referenced the upcoming Virtual Shopping Assistant for the Apple Store app. Apple said it uses personal information to personalize responses and, for users who opt in, improve the assistant, while noting that some personal information may be shared with partners. The interface also includes a disclaimer stating: "Virtual shopping assistant is powered by artificial intelligence and may give answers that contain inaccuracies. Apple may use and retain a transcript to ensure quality and system performance, and to monitor for fraud."

For users with access, the assistant appears as a speech bubble icon with two sparkles in the bottom-right corner, replacing the Search icon. Apple has not officially announced the feature or said when the Early Preview will expand to more users.