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Apple plans to launch a new sales training application called "Sales Coach" on February 23rd local time. The app will be available to employees at Apple Stores and authorized dealers worldwide, replacing the existing internal tool SEED. It will support iPhone, iPad mobile devices, and the web (salescoach.apple.com), and will only be used internally, not open to the public.
As a targeted optimization for sales training, Sales Coach will provide frontline staff with comprehensive product knowledge resources and sales scripts. For example, it will offer practical content such as the logic behind promoting the new iPhone, analysis of key features of the iPad, and more, helping employees improve their service professionalism and sales efficiency.
Compared to the old tool SEED, this app has two major core upgrades: first, it adopts the new Liquid Glass design language introduced by Apple at WWDC25. This design uses dynamic light reflection, translucent textures, and real-time rendering technology to reconstruct the interface, offering a more spatial and breathable visual experience. This is also a significant implementation of this design language in Apple's internal tools. Second, the app plans to add an AI chatbot feature in future versions. This feature will be integrated into the "Ask" tab of the app, allowing employees to query product-related questions anytime, such as the key features of the iPhone Air or how to use the instant hotspot function on Mac. However, it is currently unclear whether the bot will be based on Apple's self-developed AI model (such as the Manzano multimodal model) or rely on a third-party platform (such as Google's customized Gemini model).
Notably, Apple is simultaneously advancing its AI application strategy for both B-end and C-end. In addition to creating an AI assistant for internal employees through Sales Coach, the company also plans to gradually introduce similar public chatbot features in the Apple Support app for consumers, further enhancing its full-scenario intelligent service ecosystem.