Apple Store App Privacy Policy Hints at Upcoming AI Shopping Assistant
An update to the Apple Store app's privacy policy indicates that Apple is preparing to launch an AI-powered "virtual shopping assistant." This assistant will help users select devices, configure options, and find compatible accessories. This move marks Apple's expansion of AI into its retail and e-commerce ecosystem, aiming to streamline the customer buying journey. It also demonstrates Apple's attempt to balance AI utility with strict user privacy controls. The policy states that chat data may be shared with unnamed partners after removing personal identifiers, and users can opt out of data sharing for model improvement in the app settings. The assistant will collect account info, device identifiers, and location data if permitted.
## BACKGROUND
Apple has been steadily integrating artificial intelligence across its platforms, most notably through "Apple Intelligence," a suite of AI features designed for writing, image generation, and Siri. The company has previously experimented with AI support tools, such as the "Ask" pilot program for Apple Support advisors.