Apple Store App May Soon Add AI Virtual Shopping Assistant

Apple appears to be preparing a new virtual shopping assistant for the Apple Store app, with updated privacy terms revealing how the feature will collect data, personalize responses, and support purchase decisions.



MacRumors spotted a new “Virtual Shopping Assistant” section on the Apple Store App & Privacy page, which explains that Apple will collect account information, device identifiers, carrier details, chat data, and location information when users allow access.



The assistant will use this data to personalize conversations and provide relevant product recommendations inside the Apple Store app. Apple will also save chat transcripts so users can return to earlier conversations, while the company will use the data for business analytics and service improvements.



Apple explains how it will handle chat data



Apple says it will remove personal identifiers before sharing chat content with external partners that help generate conversational responses. The wording suggests that another company may provide part of the AI system, although Apple has not named any partner or model.



Users will have control over whether Apple uses their conversations to improve the assistant. A new Chat Improvements option will appear under Account > Settings in the Apple Store app for users who want to manage this permission.



The privacy policy also suggests that Apple will launch the assistant only in selected regions at first, with wider availability expected later.



Apple has already added an AI chatbot to its Sales Coach app for retail partners, while the company is also testing AI tools that record and summarize Genius Bar sessions. The new shopping assistant appears to be the next step in Apple’s growing use of AI across its retail services.