Incident #68FFED · 23 JUL 2026notable
Apple Store app adds virtual shopping assistant section with chat data collection and opt-in AI improvement
The policy adds a section on the Apple Store app's virtual shopping assistant. Apple collects account, device, carrier, chat and (if enabled) location data, shares scrubbed chats with partners, and stores transcripts for return visits and business analytics. Using chats to improve the assistant is opt-in, controlled via a Chat Improvements setting. The old mention of models powering chat in some jurisdictions was removed.
Taken from you
- Chat transcripts are saved and used for Apple's business analytics
- Chat data, including device identifiers, carrier info and optional location, is collected and stored
- Scrubbed chat content is shared with partners to help produce responses
Won back
- Using chats to improve the assistant is opt-in, with a Chat Improvements toggle
- Partners may use chat information only to help provide a conversational response
- Personal identifiers are scrubbed before chats are shared with partners
- Dedicated contact route for assistant data questions and the Data Protection Officer
Evidence · 4 of 4 quotes matched in source
Where the Apple Store app virtual shopping assistant is available, Apple collects and stores your account information, device identifiers, carrier information, chat information, and where enabled, location data+ inserted · ✓ matched in source
Apple will save these transcripts to make them available when you return to the Apple Store app, for our business analytics, and if you opt in, to improve the virtual shopping assistant.+ inserted · ✓ matched in source
Before sharing the chat with our partners, Apple scrubs personal identifiers from it.+ inserted · ✓ matched in source
Archived version ↗ · 222 words changed