September 1, 2025 – According to screenshots shared by MacRumors analyst Aaron Perris today, Apple has rolled out a new AI chatbot named Asa to its retail staff.
This chatbot is designed to assist employees in gaining a deeper understanding of Apple’s strengths and exploring various use cases for iPhones, among other things. Employees have the freedom to ask Asa any questions they have. At present, the tool is still undergoing testing.
The analyst mentioned that the tool is set to be widely available in Apple’s internal “SEED” app in the near future. It aims to help employees learn more about Apple and its products, thereby enhancing their sales skills.
It’s worth noting that Apple has not yet launched a general-purpose AI chatbot for the public.
