Apple is preparing to launch a virtual shopping assistant within its Apple Store app, following the recent success of its AI offerings.
The updated privacy policy reveals that, where available, the assistant will gather account details, device identifiers, carrier information, chat transcripts, and optional location data to tailor responses and enhance the user experience.
Before sharing chats with partners, Apple removes personal identifiers, and partners use the data solely to generate conversational replies. The transcripts are stored for future visits, analytics, and improvement when users opt in.
Although the assistant’s specific functions remain undefined, its access to user data could enable it to recommend compatible Apple products and provide personalized purchasing advice.
Some observers question whether the tool will remain unbiased or simply steer customers toward higher‑margin items, noting that retail staff already have similar incentives without being overly aggressive.
Concerns also include the risk of inaccurate or misleading responses, a challenge that Apple plans to address with human oversight.
The move aligns with a broader industry trend, as the company also explores AI for transcribing Genius Bar sessions and supporting chatbots for retail partners.
