Apple may soon bring artificial intelligence to another customer-facing service. New details found in the Apple Store app’s privacy policy point to a feature called Virtual Shopping Assistant, suggesting the company is preparing an AI-powered shopping tool for users.
Although the feature is not yet available, references in the updated privacy policy describe how it could work. The latest version of the Apple Store app, released on July 22, does not include the assistant or the settings mentioned in the documentation.
Privacy Policy Reveals Key Details
The privacy policy explains that the Virtual Shopping Assistant would collect information such as account details, device identifiers, carrier information, chat history, and, if enabled, location data. Apple says it would use this information to personalize conversations, deliver relevant responses, and improve the service when users choose to opt in. Before sharing chat data with external partners, Apple would remove personal identifiers.
The policy also references a future Chat Improvements setting within the Apple Store app. However, that option is not currently available, reinforcing the idea that Apple is still developing the feature.
Built for Smarter Shopping
Apple already offers an AI-powered assistant inside the Apple Support app. That tool answers questions using Apple’s support documentation. The Virtual Shopping Assistant appears to target a different goal by helping customers discover products and make purchasing decisions.
While Apple has not confirmed exactly how the feature will operate, the available information suggests several possibilities. The assistant could recommend compatible accessories for existing devices, help customers compare products, or guide users through upgrade options and hardware configurations.
AI Strategy Continues to Expand
Apple has steadily increased its use of artificial intelligence across its services while continuing to rely on human staff for more complex customer support. The new shopping assistant would represent another step in that broader AI strategy.
The privacy policy also mentions that external partners may help generate conversational responses. However, Apple has not identified those partners or explained whether the system will rely entirely on its own AI technology.
Apple has not announced a release date for the Virtual Shopping Assistant. Even so, its appearance in official privacy documentation strongly suggests the company is preparing to launch the feature in a future update. If introduced, the assistant could make shopping in the Apple Store app faster, more personalized, and easier for customers looking to choose the right products.
