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 d