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Apple tests an AI shopping assistant in the Apple Store app
Apple is testing an AI shopping assistant with select users through an Early Preview in the Apple Store app. The chat interface replaces the usual search icon and offers prompts for products, trade-ins, carrier deals, payments, and comparisons.
DNA Brief
Signal Summary
Some users see a chat icon in the bottom-right corner of the Apple Store app, where they can search for products or chat with a virtual shopping assistant. Apple warns that answers may be inaccurate and may use and retain transcripts for quality, system performance, and fraud monitoring. No expansion timing has been announced.
Why It Matters
The test adds conversational guidance to the Apple Store app’s shopping flow, but it is not broadly available and comes with accuracy and transcript-retention caveats. That makes this an early limited rollout rather than a confirmed general release.
Evidence
Start with the primary evidence, then review supporting sources and context.
Primary Evidence
1Apple starts testing AI shopping assistant in the Apple Store app
Chance Miller
“Last month, a report suggested Apple was working on a new AI-powered shopping assistant for the Apple Store app on iPhone and iPad. The company now appears to be rolling that out to select users as part of an “Early Preview.””
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