Apple is rebranding its "SEED" app to Sales Coach, an internal tool for Apple Store and Authorized Reseller employees worldwide. The app update will provide sales training resources and product information through articles and videos. Apple plans to release the rebranded app on Monday, February 23, 2026, featuring a new Liquid Glass design.

Later updates will introduce an AI chatbot accessible from the "Ask" tab, allowing employees to ask product-specific questions about iPhone Air features or Mac's Instant Hotspot functionality. Apple has not confirmed whether the chatbot uses its own large language model or a third-party platform. The tool will also launch on the web at salescoach.apple.com.

The Sales Coach app represents Apple's continued investment in AI-powered sales tools, following similar implementations in the Apple Support app. While designed to enhance employee knowledge, some retail staff have expressed concerns about potential limitations in human interaction compared to previous approaches, highlighting an ongoing tension between technology and personal service.