Apple is preparing a virtual shopping assistant for its Store app that will answer product questions and offer personalised purchasing guidance.
Apple appears to be preparing an AI-powered shopping assistant for the Apple Store app. References to the unreleased feature have appeared in the app’s updated privacy information, providing an early look at how it will work and what user data it may process.
The feature is described as a “virtual shopping assistant” designed to provide conversational responses and personalise the shopping experience. Apple has not formally announced the assistant or confirmed when and where it will become available.
What the Apple Shopping Assistant May Do
The assistant is expected to let customers ask questions about
Apple products through a chat-based interface. It may help users compare devices, understand specifications and select a product based on their requirements.
For example, a customer may be able to ask which Mac is suitable for video editing, whether a particular iPhone supports a feature or which accessories work with an iPad. The conversational format would offer an alternative to searching individual product pages or contacting an Apple Specialist.
Apple’s privacy notice does not provide a complete list of capabilities. It also remains unclear whether the assistant will help users configure devices, recommend financing options or complete purchases directly through the conversation.
What Information Apple Will Collect
Apple says the virtual shopping assistant may collect and store account information, device identifiers, carrier details and chat information. Location data may also be used when the relevant permission is enabled.
The company says this information will help personalise conversations and provide relevant responses. Chat transcripts will be retained so users can access previous conversations when they return to the Apple Store app.
Apple may also use the transcripts for business analytics. Customers who opt in can allow their conversations to be used to improve the assistant.
Apple May Use Outside AI Partners
The privacy information indicates that Apple may share chat data with selected partners to generate conversational responses. Before the information is shared, Apple says it will remove personal identifiers from the conversation.
The wording suggests that at least part of the assistant may rely on technology supplied by an external company. However, Apple has not identified its partners or disclosed which AI models will power the service.
Availability Remains Unconfirmed
The updated privacy notice states that the assistant will operate “where available,” indicating that the feature may initially have a limited rollout. Apple has not revealed which countries, languages or Apple Store app versions will support it.
The Apple Store app is separate from the App Store used to download applications. It allows customers to purchase Apple devices, accessories and services, compare products, receive personalised recommendations and book sessions at physical Apple Stores.
