Apple is testing an AI shopping assistant inside the Apple Store app, according to 9to5Mac. Some users are seeing the assistant appear in place of search, with prompts around trade-in values and carrier offers. This is a practical AI feature rather than a flashy model launch. Apple’s retail flow is complicated because buyers compare colors, storage, trade-in credit, plans, accessories, and delivery options.
A shopping assistant could reduce friction if it gives clear answers and keeps users inside Apple’s purchase path. The story also shows Apple bringing AI into controlled, high-value experiences first. Instead of opening a general chatbot everywhere, Apple can test AI where it directly supports product discovery and sales.
Source: https://9to5mac.com/2026/08/24/apple-store-app-is-testing-an-ai-shopping-assistant/