Apple appears to be quietly building an AI-powered shopping assistant into its Apple Store app, with the evidence coming not from an announcement but from newly discovered language buried in the app’s updated privacy policy.
The policy now references a “virtual shopping assistant” that will process conversation data to deliver personalized product recommendations, a strong signal the feature is in active development ahead of a public rollout.
Rather than manually browsing filters, users would chat with the assistant to compare devices, get tailored buying recommendations, and ask product questions in natural language, a conversational shift similar to what other retailers have adopted.
The assistant is expected to draw on Apple Account details, purchase history, connected devices, and prior chat conversations to shape its answers, making recommendations feel more relevant than generic search results.
Interestingly, Apple’s policy notes that chat data may be shared with partners powering the assistant’s responses, with personal identifiers stripped beforehand. That detail suggests the feature might not run entirely on Apple Intelligence. Apple hasn’t named which model or partner is actually behind it.
Apple confirms identifiers will be removed before sharing data externally, but hasn’t clarified retention periods or whether users can delete their chat history.
Note: There’s no confirmed launch date, country rollout, or platform details (iPhone, iPad, or both) ; everything currently comes from policy language rather than an official reveal.
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