Apple has started rolling out a new AI-powered shopping assistant inside the Apple Store app for select iPhone and iPad users, giving customers another way to search for products, compare devices, check orders, and get help with purchases.
The feature is currently available as an “Early Preview,” so access remains limited while Apple tests the experience with a smaller group of users before any wider rollout.
Users who receive access will notice a new chat-style icon in the bottom-right corner of the Apple Store app, replacing the usual search icon and opening a page where they can either search normally or start a conversation with the virtual shopping assistant.
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The assistant can answer questions about Apple products, existing orders, trade-in values, carrier offers, monthly payments, and specialist support. Apple also provides suggested prompts such as “Latest Apple products,” “Help me choose a Watch,” “Compare iPad lineup,” and “Find my trade-in value.”
Apple warns that AI answers can be inaccurate
Apple says the virtual shopping assistant uses artificial intelligence and can sometimes provide inaccurate answers, while the company may also retain chat transcripts to improve quality, system performance, and fraud monitoring.
Apple has not announced when the AI shopping assistant will become available to more Apple Store app users, so the Early Preview remains limited for now.
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