Apple has started testing a new Virtual Shopping Assistant inside its Apple Store app for selected iPhone users. The AI-powered feature can answer product questions, provide order information, and help shoppers connect with a specialist.
The rollout remains limited. However, its appearance confirms that a feature previously mentioned in an Apple privacy document has moved into real-world testing.
AI Brings Product Advice Into the Apple Store App
A screenshot of the feature labels it an “Early Preview,” indicating Apple has not launched it widely. The assistant uses a large language model based on information also available to Apple’s human sales staff.
Importantly, the tool does more than answer basic questions. It can list and compare products while explaining payment choices, trade-ins, and existing orders. Therefore, shoppers could use it as an interactive guide before making a purchase.
For example, one suggested prompt asks the assistant to “Help me choose a Watch.” From there, the system could guide shoppers through different models, sizes, and potentially accessories such as bands.
Apple Warns That AI Can Make Mistakes
Despite its shopping focus, the assistant carries a familiar AI limitation. Apple warns users that generated answers can be incorrect. As a result, shoppers may still need to verify important information before placing an order.
Privacy will also attract attention. According to the app’s wording, Apple may retain conversation transcripts to maintain quality, monitor system performance, and detect fraud.
Wider Rollout Appears Likely
Apple has not revealed how many users currently have access. Moreover, evidence remains limited to a small number of screenshots and earlier privacy documentation.
Still, those signs suggest Apple may eventually bring the Virtual Shopping Assistant to a much broader audience.
If that happens, the feature could reshape the Apple Store app from a traditional shopping platform into a conversational sales experience. Customers could research devices, compare choices, and handle purchase questions without leaving a single AI-powered conversation.
