New AI-based Apple Support Assistant planned

Apple is currently experimenting with a new AI feature for its customer service. The goal is to answer support requests more quickly and efficiently – no longer exclusively through human agents, but with the help of a digital assistant based on generative AI. Developers have discovered initial hints of this in the app code. The tool is not yet publicly available, but development appears to be progressing.

If you have a problem with your iPhone, Mac, or other Apple product, you probably use the Apple Support app or contact AppleCare. Soon, an AI assistant could be on hand to help. Apple is working on a new support tool similar to ChatGPT. It's designed to answer simple questions, provide technical assistance, and connect you to a live Apple employee if needed.

What is Apple Support Assistant?

A new feature called "Support Assistant" was discovered in the code of the Apple Support app. It is based on generative AI and is designed to guide you through typical support processes. While the app already has a chat function, you currently communicate with real people. With the new assistant, it will soon be possible to address your concerns directly to an AI. According to code analysis, the Support Assistant enables a text-based conversation. You enter your problem, and the AI model immediately tries to provide you with a suitable solution. If that doesn't work, you can transfer the conversation to a human support agent. The assistant is therefore intended as a first point of contact, not as a replacement for customer service (via MacRumors ).

What can AI do – and what can’t it do?

According to Apple code, Support Assistant uses "generative models" to provide you with information about certain Apple products and services. This means you can ask questions about iPhones, iPads, Macs, iCloud, Apple ID, Apple Music, or other topics and receive automated answers. However, Apple also points out its limitations. According to the description, generative AI can also provide incorrect, incomplete, or misleading information. Therefore, it is recommended that you do not consider the AI answers as a substitute for professional advice—especially when it comes to complex or security-related topics.

Uploading content possible

The code contains hints that you'll be able to upload content in the future. This could include images, PDFs, or other documents that better illustrate your problem. This would be especially useful if you want to document a screen error or error message, for example. This will help the AI classify your request even better.

Collaboration with partners – ChatGPT technology conceivable

Another intriguing aspect is that, according to code, Apple is working with partners to deliver Support Assistant. This suggests that external technologies will be integrated—possibly including models based on ChatGPT. This hasn't been officially confirmed, but it would fit well with Apple's recent AI initiatives.

Internal testing tool “Ask” for AppleCare advisors

At the same time, Apple is testing another AI tool internally called "Ask." This tool isn't intended for users, but rather for AppleCare employees. It retrieves information from the internal knowledge base and helps advisors answer technical customer questions more quickly. Employees can use the tool to ask follow-up questions and thus navigate complex topics more efficiently. This system is also based on generative AI.

No official launch date yet

The new Support Assistant isn't active yet. There's no announcement from Apple, nor any indication of when the feature will be released. However, it's likely that Apple will first test the assistant internally before making it available to all users in the Apple Support app.

How Apple wants to improve customer service with AI

Apple is increasingly relying on generative AI to improve customer support in the future. The planned Support Assistant in the Apple Support app is intended to provide you with initial assistance before you speak to a live support agent. The technology is based on generative models, could use ChatGPT technology, and may also allow you to upload files. Internally, Apple is also working on an additional tool for its employees. The whole thing is still in the testing phase, but the direction is clear: Apple Support is intended to become more intelligent and efficient – without sacrificing human assistance. (Image: Shutterstock / sdx15)