Apple has recently begun testing its much-anticipated AI shopping assistant feature, and some iPhone users can already experience it firsthand in the Apple Store app. According to related reports, the search button originally in the interface has been replaced with a new chat icon. When users tap it, they can launch an AI-powered virtual shopping consultant that offers product recommendations and shopping assistance at any time. However, Apple has not yet officially announced this new service, so it is believed to still be in a small-scale testing phase.
Apple’s new AI shopping assistant can help you pick out your next iPhone or Mac.
In fact, this feature did not appear out of nowhere. In July of this year, Apple quietly updated the privacy policy for the Apple Store app, adding content related to a “virtual shopping assistant.” At the time, many speculated that Apple was preparing a shopping service that integrates generative AI. According to the policy description, the system may collect users’ account information, device identification data, and conversation content in order to create a more personalized shopping experience and provide product recommendations and related services that better fit their needs.
Now, this rumored feature is finally making its way into the spotlight. From the leaked footage, it’s clear that after launching, the AI assistant starts with a self-introduction and proactively guides users to ask questions, covering needs such as product information inquiries, order progress tracking, and connecting with professional advisors. The overall interaction style is similar to mainstream chat-based AI services currently available—users simply input questions in natural language and receive immediate responses.
This is new pic.twitter.com/oSG65sTOXJ
— ShrimpApplePro 🍤 ずっと真夜中でいいのに (@VNchocoTaco) August 24, 2026
In terms of functionality, AI assistants can help with a variety of shopping-related needs. For example, users can check trade-in estimates for old devices, learn about promotional plans offered by different telecom carriers, compare differences between iPad models, or find the Apple Watch that best suits their needs. Additionally, if they’re planning to buy an iPhone, they can quickly learn about installment payment options and purchase choices through chat, making purchasing decisions more convenient.
However, Apple also specifically reminds users that these replies are AI-generated, so the content may occasionally contain errors or inaccuracies. To improve service quality and prevent fraudulent activity, Apple may retain some chat records for analysis and monitoring. Additionally, official documents also mention that some conversation data may be shared with partners. Although Apple has not disclosed the identity of its partners, outsiders speculate that this indicates some AI computing work may be supported by third-party artificial intelligence services. Apple has not yet announced when this feature will be officially expanded, or whether it will be rolled out to all users globally.
Aside from the AI shopping assistant, Apple’s upcoming product lineup is also drawing significant market attention. According to reports, the company is actively preparing for its major product launch event in September, which is expected to introduce the next-generation iPhone 18 Pro, as well as the highly anticipated foldable phone, the iPhone Ultra. These products are seen as important milestones in Apple’s product strategy for the coming years.
Overall, as the AI shopping assistant enters its testing phase, it shows that Apple is gradually integrating artificial intelligence into its services and product ecosystem. Whether this feature will become an important aid for consumers when purchasing Apple products, and how Apple balances convenience with privacy protection, will remain key points of ongoing market attention.
Source: KOCPC Chinese