Apple Store app begins limited rollout of AI shopping assistant “Early Preview”

Last month, a report suggested Apple was working on a new AI-powered shopping assistant for the Apple Store app on iPhone and iPad. The company now appears to be rolling that out to select users as part of an “Early Preview.”

Apple's expected Virtual Shopping Assistant has begun to appear for some iPhone users, offering to answer questions about products or check on orders, although it won't do much about the rising prices.How the new Virtual Shopping Assistant looks in the Apple Store app - image credit: ShrimpApplePro.Apple has begun to get a reputation for leaking information in code references, but in July 2026 it did so in a public policy document. An unknown feature called the Virtual Shopping Assistant was described in a privacy statement, but now being spotted in use.It's far from a wide rollout as yet, with no AppleInsider staffers having it. Leaker ShrimpApplePro, however, has shown it off in a screenshot which includes the label "Early Preview." Continue Reading on AppleInsider | Discuss on our Forums

In the Apple Store app on the iPhone, select users have received access to an "early preview" of a new AI-powered virtual shopping assistant. Once it is available, you can open the chatbot by tapping on the speech bubble with two sparkles in the bottom-right corner of the app. Then, you can ask questions about Apple products, your existing Apple Store orders, trade-in values, payment options, and more, or simply tap on one of the common topics on the page to begin. MacRumors was first to report that the Apple Store app would be getting an AI shopping assistant, based on a new privacy policy added to Apple's website. The policy states that Apple uses your personal information to personalize the chat experience, provide relevant responses, and if you opt in, to improve the assistant. Apple has yet to officially announce this feature, so it seems to be quietly testing it with a smaller number of users for now. Many of our staff members do not have access to the chatbot, so if you do not see it yet, know you are not alone.Tag: Apple StoreThis article, "Apple Store App Rolling Out 'Early Preview' of New Shopping Assistant" first appeared on MacRumors.comDiscuss this article in our forums