AI assistant is rolling out to the Apple Store app on iOS
Apple's expected Virtual Shopping Assistant has begun to appear for some iPhone users, offering to answer questions about products or check on orders, although it won't do much about the rising prices. How the new Virtual Shopping Assistant looks in the Apple Store app - image credit: ShrimpApplePro. Apple has begun to get a reputation for leaking information in code references , but in July 2026 it did so in a public policy document. An unknown feature called the Virtual Shopping Assistant was described in a privacy statement, but now being spotted in use. It's far from a wide rollout as yet, with no AppleInsider staffers having it. Leaker ShrimpApplePro, however, has shown it off in a screenshot which includes the label "Early Preview." Continue Reading on AppleInsider | Discuss on our Forums
What happened?
Apple's expected Virtual Shopping Assistant has begun to appear for some iPhone users, offering to answer questions about products or check on orders, although it won't do much about the rising prices. How the new Virtual Shopping Assistant looks in the Apple Store app - image credit: ShrimpApplePro. Apple has begun to get a reputation for leaking information in code references , but in July 2026 it did so in a public policy document. An unknown feature called the Virtual Shopping Assistant was described in a privacy statement, but now being spotted in use. It's far from a wide rollout as yet, with no AppleInsider staffers having it. Leaker ShrimpApplePro, however, has shown it off in a screenshot which includes the label "Early Preview." Continue Reading on AppleInsider | Discuss on our Forums
Story details
Apple's expected Virtual Shopping Assistant has begun to appear for some iPhone users, offering to answer questions about products or check on orders, although it won't do much about the rising prices.
How the new Virtual Shopping Assistant looks in the Apple Store app - image credit: ShrimpApplePro.
Apple has begun to get a reputation for leaking information in code references , but in July 2026 it did so in a public policy document.
Why it matters
This page keeps Apple rumors separate from official updates, so readers can follow early reports without confusing them with confirmed announcements.