Apple has recently made significant upgrades to its internal tools for the retail ecosystem. According to AIbase, Apple has officially launched a new Sales Coach (Sales Trainer) app for iPhone and iPad users. This app is not aimed at ordinary consumers but is specifically tailored for Apple Store employees and Apple Authorized Service Providers (AASPs) as a "business tool," designed to replace the long-serving SEED app.

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In terms of visual and interactive design, Sales Coach follows Apple's latest design language, adopting a "Liquid Glass" interface style that looks more modern. The biggest highlight of this update lies in the deep integration of AI technology — the app now includes a new tab called "Ask." Employees can quickly access product information through this built-in AI chatbot by asking questions in a conversational way.

The functionality of this AI bot is similar to the technical support in Apple's official support app. Whether it's a cutting-edge feature of an iPhone or detailed operation of various software features, employees just need to ask the robot a question, and they will get immediate and accurate answers. This means that on the busy sales front lines, employees no longer need to flip through thick training manuals; with "AI at their fingertips," they can become versatile product experts.

Currently, Sales Coach has been rolled out globally. For employees who have installed the old version of the SEED app, a regular update will automatically replace it with Sales Coach. In addition to the mobile app, Apple has also launched a web version of this feature. This move marks Apple's accelerated transformation of generative AI technology into internal productivity, improving the service efficiency of tens of thousands of frontline employees worldwide.