Apple's expected Virtual Shopping Assistant has begun appearing for some iPhone users, offering to answer product questions and check orders, though it won't address rising prices.

Apple described the unknown Virtual Shopping Assistant in a July 2026 privacy statement, but it's now being spotted in use. It's far from a wide rollout, with no AppleInsider staffers having it. Leaker ShrimpApplePro showed it off in a screenshot labeled "Early Preview."

The AI feature uses an LLM based on data given to human salespeople via the Apple Store app. It can list products, compare them, and offer options for payments, orders and trade-ins. Example prompt: "Help me choose a Watch," walking users through models, sizes, and accessories.

The app cautions AI responses can be wrong. Privacy notice states Apple may use and retain transcripts for quality, performance, and fraud monitoring. A removed LinkedIn post by someone who worked on the feature suggests broader rollout ahead.