Overview

• Asa appears for some SEED users in a limited test, indicating a phased rollout rather than broad availability.
• The assistant provides product information and sales guidance to help store employees during customer interactions.
• Apple confines responses to curated company materials to reduce inaccurate or misleading answers.
• The tool is internal-only with no public release announced, reflecting a cautious approach to generative AI.
• Screenshots posted by MacRumors’ Aaron Perris surfaced the feature, which follows a small-scale Support app experiment and arrives ahead of the expected iPhone 17 launch.