Apple warns its chatbot may get things wrong, so be patient
Apple begins limited testing of AI-powered Support Assistant for troubleshooting and customer guidance
Early preview of Apple Support Assistant available to a small group of iPhone users in the United States
Support Assistant handles routine Apple issues while escalating unresolved cases to human representatives
Apple has begun testing a new AI-driven support feature in its customer service app, quietly introducing what appears to be the company’s first step into chatbot-based assistance.
The new Support Assistante feature rolled out in early preview form on August 5, 2025, but is currently accessible only to a small number of iPhone users in the United States.
Users who see the new “Chat” button in their Apple Support app can initiate a conversation with the assistant, which is designed to handle routine troubleshooting for Apple products and services.Apple takes a cautious approach to chatbot support
Despite its limited availability, the experiment signals Apple’s entry into a rapidly evolving field dominated by more established AI tool providers.
