Apple's latest AI shopping assistant is capable of assisting you in selecting your next iPhone or Mac.

      Apple has begun to introduce its much-anticipated AI shopping assistant, which is now visible on certain iPhones. Some users have noticed a new chat-style icon in the Apple Store app, replacing the traditional search button (via 9to5Mac).

      By tapping this icon, a virtual assistant is available to assist with shopping. However, Apple has yet to make an official announcement, indicating that the rollout is likely limited for testing purposes.

      Hints about this development emerged months ago

      You may recall chatter about this in July. Apple discreetly updated the Apple Store app's privacy policy to include a section titled Virtual Shopping Assistant, outlining the data the feature would collect prior to its launch. This policy referenced the use of account information, device identifiers, and chat data to tailor the user experience.

      Now, Apple has transformed it into a functional feature. Leaked screenshots depict the assistant introducing itself and encouraging users to inquire about products, current orders, or get connected with a specialist.

      Capabilities of Apple’s AI shopping assistant

      Once engaged in a chat, users can inquire about a product's trade-in value, seek assistance in understanding carrier deals, compare the iPad range, or even determine which Apple Watch suits their needs. The assistant can also guide users through iPhone monthly payment plans.

      Apple does caution that responses are AI-generated and may occasionally contain inaccuracies, and it might retain chat transcripts to assess quality and prevent fraud. There is also a mention of sharing chat data with unspecified partners, suggesting that a third-party AI model may be involved behind the scenes. At this moment, Apple has not provided a timeline for a wider rollout beyond the initial testers.

      Bangyu Wang / Unsplash

      In the meantime, Apple has more developments on the horizon. Reports indicate that the company is preparing for its September event featuring the iPhone 18 Pro and a foldable iPhone Ultra. There are also rumors of a refreshed iMac equipped with the upcoming M6 chip by the year's end, and AirPods might soon include models with cameras that offer visual context to Siri, a feature already raising privacy issues.

      Manisha Priyadarshini is a technology and entertainment writer with over nine years of editorial experience.

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