Apple Tests AI Shopping Assistant in Store App

Apple is testing a new artificial intelligence-powered virtual shopping assistant within its Apple Store app, offering select iPhone users an early preview of a conversational tool designed to answer product questions, check orders, and explain trade-in and payment options. The feature, which Apple has not formally announced, began appearing for some users on August 24, 2026, following its initial disclosure in a privacy policy update in July.

Users with access see a new chat-style icon with two sparkles in the bottom-right corner of the app. Tapping it launches an interactive assistant that can respond to custom questions or suggested prompts. These prompts cover topics such as comparing iPad models, understanding iPhone monthly payments, getting trade-in estimates, and learning about new Apple products. The assistant can also provide information on existing orders and connect shoppers with a human Apple Specialist.

The rollout is extremely limited. Many users, including staff at several technology news outlets, reported being unable to access the feature. Apple has not disclosed the eligibility criteria, supported regions, or a timeline for a wider release. The company also...