Apple is preparing an AI shopping assistant for the Apple Store app

A new section has appeared in the privacy policy for the Apple Store app, describing a previously unreleased "Virtual Shopping Assistant." The text suggests that Apple plans to introduce an AI chatbot to assist with purchasing decisions—and that it will rely on user data and external partners for this purpose.

Apple is gradually integrating artificial intelligence into more and more areas, and the company consistently emphasizes transparency regarding its handling of user data – a principle also reflected in Apple's AI privacy strategy. One such transparency is now evident: the official Apple Store app page now features a dedicated section on a virtual shopping assistant. While Apple hasn't yet announced a product, the legal text already reveals how the feature is intended to work.

What the new data protection policy describes

According to the section, the assistant, where available, will use various data points to personalize the conversation and provide relevant answers. These include Apple account information, device identifiers, mobile carrier details, the chat content itself, and - if granted - location data. In practice, this would amount to a chatbot that assists with browsing and product selection within the app (via MacRumors).

Apple plans to save chats so they are available the next time the app is used, and also analyze them for its own business purposes. Users will be able to decide whether their conversations are used to improve the Assistant: A new option called "Chat Improvements" is available under "Account > Settings," which requires active consent.

External partners are expected to provide the answers

One detail suggests that Apple doesn't generate the responses solely using its own technology: According to policy, the company removes personal identifiers from chats before sharing them with unspecified partners. These partners are supposed to use the information exclusively to formulate an appropriate response on Apple's behalf. This suggests that at least part of the assistant runs on a third-party platform.

This pattern is not new for Apple. The company already uses external and regional models for AI functions – in China, for example, Qwen and Baidu, because different legal requirements apply there. The guideline does not specify which model is intended to power the shopping assistant.

Initially probably only in English-speaking markets

For readers in Germany, Austria, and Switzerland, one phrase in the text is particularly relevant: The assistant is initially intended to launch only in selected countries and regions, presumably in English-speaking markets, before other languages and locations follow. An immediate launch in German-speaking countries is therefore unlikely.

Users of this feature can also contact Apple's data protection officer via the privacy policy – a point that carries weight in light of European regulations on the processing of personal data. However, it will likely be some time before the feature is launched in this country.

Apple's AI offensive reaches the retail sector

The shopping assistant wouldn't be Apple's first foray into AI in retail. A few months ago, the internal Sales Coach app for retail partners received a chatbot that answers questions using official training materials, and more recently, Apple tested a system that automatically transcribes and summarizes Genius Bar conversations. The Store Assistant would be the first of these tools to directly engage with customers.

This is still just a preview from a legal document: Apple has neither officially unveiled the assistant nor announced a release date. However, the fact that the privacy policy has already been updated is considered a clear sign that the feature is getting closer. (Image: Apple)