Apple has launched the Sales Coach app for iPhone and iPad, replacing the internal SEED training application. The new tool is exclusively for Apple Store and Apple Authorized Service Provider employees worldwide, providing updated resources for device sales. Existing SEED users will see the app transform into Sales Coach via a standard update.

The redesign adopts Apple's current Liquid Glass aesthetic. A key upcoming addition is an AI chatbot, accessible through a future "Ask" tab. Modeled after the assistant in the public Apple Support app, it will let employees instantly query product capabilities and software features across Apple's lineup, though this component isn't live yet.

Beyond the mobile apps, the platform is also accessible via the web at salescoach.apple.com. This internal rollout represents Apple's ongoing effort to standardize and modernize employee tools with contemporary design and artificial intelligence, directly improving the information access for its frontline sales and support teams.