An AI-powered shopping assistant has appeared in the Apple Store app. According to reports from overseas media, Apple has not made an official announcement, and it has not been confirmed whether it will be available in Japan, although it has been offered as an “early preview” for some users. It is a system that allows users to discuss products, order status, trade-in prices, and payment methods in one chat, and is a move ahead of Apple’s new model announcements, which are usually held in September. Let’s summarize what this change will mean for iPhone users in Japan.
What is the AI assistant in the Apple Store app?
Apple’s Virtual Shopping Assistant is an AI assistant that allows you to ask conversational questions about products and orders. Once available, a glittery speech bubble icon will appear in the bottom right corner of the Apple Store app for iPhone, and tapping it will open a chat.
The following are the main questions you can ask your shopping assistant:
- Consultation about Apple products
- Status of orders placed in the Apple Store
- Trade-in price for handheld devices
- Payment method
What I would like to focus on is the breadth of the field. In the past, support tended to have two separate points: order confirmation and trade-in consultation. If you can connect everything from product consultation to trade-in and payment in a single conversation, there is a possibility that you can get people who are unable to make a decision and close the app to the end. It can also be interpreted as a design aimed at areas where people stumble just before purchasing.
Why did Apple introduce it at this timing?
The existence of the shopping assistant surfaced in July 2026. That’s because Apple’s privacy policy on its site states that it will use your personal information to personalize your chat experience, give you more relevant answers, and, if you agree, to improve the Assistant.
The start of preparations dates back to July at the latest. As usual, new iPhone models will be released in the fall, so they may have set their sights on a time when demand is starting to pick up.
Immediately after a new model is released, it is a time when inquiries about inventory, trade-ins, and installment payments tend to be concentrated. If AI were to take on routine questions, Apple Store sales staff would be able to focus more on difficult-to-decide consultations. The reason behind starting to offer exams at this time seems to be to spread the load.
At the moment, it is still in the testing phase with a limited number of users.
Can I use a shopping assistant in Japan?
Availability in Japan cannot be confirmed yet. The only thing that is clear is that it will only be available to a limited number of people, and the availability date and Japanese language support are not yet determined. It seems natural to expand the scope in stages.
Consultation regarding trade-ins may be the most valuable for Japanese users. In Japan, in addition to Apple Trade In, there are trade-in programs of various carriers and second-hand purchase shops, and the offered price may vary even for the same device. It seems that AI can only answer Apple’s amount, and it is realistic to use that as a starting point to compare the three systems.
The AI assistant of the Apple Store app, manned chat/telephone, and Apple Store stores have different areas of expertise depending on the content of the consultation. Based on the range of publicly available functions, the editorial department has organized them as follows.
| What I would like to discuss | AI assistant | Manned chat/phone | Apple Store store |
|---|---|---|---|
| Filter products | You can expect a prompt response | Waiting time depending on the time of day | You can judge by touching the actual machine |
| Check order status | Easy to deal with | Available | The procedure is possible |
| Estimated trade-in price | Apple side amount only | Apple side amount only | Check the status on the spot |
| Consultation on payment method | For general information | Responding to individual circumstances | Responding to individual circumstances |
Rather than leaving everything to AI, a smart way to use it is to start with applications where answer matching is easy.
How much do you trust the AI assistant’s answers?
However, this convenient mechanism also comes with some caveats. Trade-in prices and inventory are information that changes on a daily basis, so the amount indicated by AI may not be the final amount. The actual appraisal will be determined based on the condition of the device, so please treat the numbers obtained through chat as a guide.
I would also like to check the privacy aspect. Your consent determines whether we use your conversations to improve your Assistant. If there are settings that you can choose by yourself, you can feel at ease if you express your intentions when using it for the first time.
When it comes to big decisions that will affect your purchase, don’t make the decision based solely on the AI’s answers. Even when the service starts in Japan, you can try it out for light purposes such as checking order status and comparing specifications, and then check the official screen for parts related to price. This two-stage approach will be the safest way to interact for the time being.
Photo: MacRumors
Source: iPhone Mania
