# Apple Store App Virtual Shopping Assistant Could Be Coming Soon A new virtual assistant feature may be added to the Apple Store app. - **Source:** [AppleInsider News](https://brifing.si/source/4f063a0c-06a9-46c3-84ea-633b4d4b1a4f) - **Published:** 2026-07-22 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/a27345b9-a757-42aa-8f41-1e8674999dc9 ## Hints of a New Feature The privacy policy of the Apple Store app suggests that a new feature called Virtual Shopping Assistant could be implemented soon. It may function similarly to the Apple Support Assistant. ## The Rise of AI Apple has been gradually increasing its use of AI tools both internally and in public-facing apps. This demonstrates the company's commitment to technology. ## Current AI Usage Apple Support already has a chatbot. Adding a similar feature to the Apple Store app could make customer support more accessible. ## Balance Between Human and AI Apple still relies on humans for some support inquiries, but AI tools are being offered in more areas. This indicates a blend of human and AI support. ## Clue in the Privacy Policy The Virtual Shopping Assistant feature is mentioned in the Apple Store app's privacy policy. This hint was first spotted by MacRumors. ## Importance for Customer Experience This new feature could make the shopping experience more personalized and convenient for customers. Apple's investment in AI technology aims to enhance customer satisfaction. ## Sources covering this story - https://appleinsider.com/articles/26/07/22/apple-store-app-virtual-shopping-assistant-could-be-coming-soon?utm_source=rss — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._