Apple will launch the Sales Coach training app, providing an AI assistant for store employees.

IT Home, February 14 — According to MacRumors, Apple plans to launch a new app called “Sales Coach” later this month for iPhone and iPad platforms, replacing the existing internal tool SEED.

“Sales Coach” is primarily aimed at employees of Apple Stores and authorized Apple resellers worldwide. It provides frontline sales staff with sales training and product knowledge resources, covering sales scripts such as “Why upgrade to the new iPhone” and key features of iPad. Sources say Apple aims to release the app on Monday, February 23, local time.

Compared to “SEED,” “Sales Coach” will introduce two key changes. First, the new app will feature a completely redesigned Liquid Glass interface. Second, Apple plans to add an AI chatbot feature in future versions to offer sales advice and product information support to store employees.

This chatbot is expected to appear in the app’s “Ask” tab, where staff can inquire about various product details, such as the key features of iPhone Air or how the Instant Hotspot feature works on Mac. However, it is not yet confirmed whether the chatbot is based on Apple’s proprietary AI model or relies on a third-party platform.

In addition to the mobile app, “Sales Coach” will also be available as a web version (IT Home attached URL: salescoach.apple.com). This website is also an internal tool for Apple’s sales partners and is not open to the public.

Furthermore, Apple’s consumer-facing Apple Support app will gradually introduce a similar publicly accessible chatbot feature.