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Apple just released a new AI chatbot to help retail employees sell iPhones

Avatar for Michael Burkhardt  | Aug 31 2025 - 10:58 am PT
6 Comments
One in seven iPhones now made in India | Apple Store BKC

After implementing an AI chatbot in the Apple Support app to help customers a few weeks ago, the company is taking their AI chatbot push a step further. With Asa, Apple retail employees will now be able to ask questions and learn more about Apple products to improve their sales abilities.

This feature will soon be widely available in Apple’s internal ‘SEED’ app, which retail employees use to learn more about Apple and its products. It generally serves as a training tool.

According to the screenshots from MacRumors analyst Aaron Perris, the chatbot can help employees learn more about Apple advantages, learn about varying use cases for the iPhone, and more. Employees are also free to prompt it with whatever question they’d like. Right now, this feature is still in testing.

Top comment by Raimund Appel

Liked by 2 people

And when the retail employe asks the wrong questions he gets a talk with his manager?

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While we won’t get to see this chatbots abilities for ourselves, it’s certainly an interesting push on Apple’s end. Ideally, this will help newer retail employees become more knowledgeable at a faster speed. The timing certainly aligns quite nicely with the upcoming iPhone 17 launch.

Apple is yet to release a general purpose AI chatbot to the public. Rumors currently point to Apple hosting a version of Google Gemini on its own servers for future Siri features.

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Avatar for Michael Burkhardt Michael Burkhardt

Michael is a 9to5Mac Reporter, leading all of our Apple news coverage on weekends and reviewing the newest Apple products and accessories. He got started in the world of Apple news during the pandemic, and it became a growing hobby. He’s also an indie iOS developer, and started the weekly Indie App Spotlight series, which has covered hundreds of blooming new apps since it launched. In his free time, he enjoys shooting street photography around New York City on his Sony A7RV.

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