AI-Powered Shopping Assistant Is Coming to the Apple Store App

Apple's AI-powered Virtual Shopping Assistant feature, developed for the Apple Store app on iOS, has begun becoming available to some users. The new assistant is designed to answer users' questions about products, check orders, and help them make choices while shopping.

Apple first disclosed the feature's existence in a privacy document released in July 2026. Images of the feature in actual use have now surfaced. However, it is reportedly available to only a limited number of users for now. ShrimpApplePro, known for leaking images, also shared the feature's interface, showing the words “Early Preview” on the screen.

In addition to providing users with product information in the Apple Store app, the Virtual Shopping Assistant will be able to compare different models and make the selection process easier. The assistant will also answer questions about payment options, orders, and the process of replacing devices.

For example, a user could submit a request such as “Help me choose an Apple Watch.” In that case, the AI could help the user choose among different Apple Watch models, sizes, and potential accessories.

The feature could also serve as an alternative to the human support representatives already available in the Apple Store app. However, Apple warns users that answers generated by AI may be incorrect.