Apple has begun testing an AI shopping assistant inside its Apple Store app, giving only a limited group of users access through an “Early Preview.” The tool handles product questions and retail support tasks, according to reports from 9to5Mac and MacRumors.
The app shows eligible users a speech-bubble icon with two sparkles, and it offers suggested topics that start a conversation. Access varies: some users and Apple staff members cannot open the preview, while others can use it inside the retail application.
The assistant covers purchases and account-related tasks
Apple says the virtual shopping tool can answer questions about its products, existing Apple Store orders, trade-in estimates and payment methods. The suggested prompts give customers a starting point before they type their own request.
- Apple product questions
- Existing Apple Store orders
- Trade-in estimates
- Payment methods
Apple’s privacy policy says it may use personal information to tailor conversations and responses. Users can also choose to let their information help improve the assistant. That choice matters because shopping chats can include questions tied to a customer’s order or planned trade-in.
The retail app makes the trial consequential
Apple’s retail app sits alongside purchase decisions and post-sale tasks, including order checks and trade-ins. A conversational tool could shape the information customers receive before they buy a device or decide what to do with an existing one. Because Apple has limited this test to part of the app’s audience, the preview also gives the company a controlled way to test retail support.
Apple has not publicly announced the assistant or said when it will reach the wider Apple Store app audience. It also has not identified the supported devices or operating-system versions, named the AI system, or explained whether participation will remain opt-in and how it will retain chat data.
