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.