Apple is developing a "virtual shopping assistant" for the Apple Store app, as revealed by a privacy policy update spotted by MacRumors. The assistant is not yet publicly available but will be offered in certain regions. Apple will collect and store account information, device identifiers, carrier information, chat information, and location data to personalize the experience. Before sharing chat data with third-party partners to provide conversational responses, Apple scrubs personal identifiers. Transcripts will be saved for business analytics and to improve the assistant if users opt in. The assistant could offer advice on product compatibility based on a customer's existing devices, but some commenters on Reddit expressed skepticism about its impartiality, suggesting it may be designed to upsell services like AppleCare and trade-ins.