Apple Rebrands Seed App as the AI-Powered “Sales Coach” App
Apple has introduced a new internal tool to strengthen product knowledge and improve the retail sales experience. The company has rebranded its long-running SEED app as Sales Coach, rolling out the update to Apple Store employees and authorized partners worldwide. The app launched on February 23 as an automatic update rather than a separate download, allowing existing SEED users to retain their credentials and continue using the platform without interruption. Sales Coach is available on iPhone, iPad, and the web, but access remains restricted to verified Apple personnel and authorized resellers.
Sales Coach is designed to provide training resources, product updates, and sales guidance in one centralized platform. It supports Apple Store teams, Apple Authorized Service Providers, and reseller staff who assist customers directly on the sales floor. Employees can quickly review product specifications, compare features across devices, and stay updated on program changes, helping them respond to customer questions with greater confidence. The interface adopts Apple’s modern Liquid Glass design language, aligning the tool with the company’s latest software aesthetic while improving navigation clarity and speed.
A major enhancement is an AI-powered assistant scheduled for a future update. The chatbot will appear in a new Ask tab and deliver answers sourced from Apple’s official documentation and training materials. Employees will be able to request details about device capabilities, understand how specific software features work, compare products in real time, and clarify selling points during customer conversations. The assistant is expected to function similarly to the chatbot built into the Apple Support app, offering contextual responses within seconds.
The transition from static training manuals to an interactive knowledge system reflects Apple’s broader move toward AI-assisted workplace tools. Rather than searching through PDFs or archived guides, employees will be able to ask questions and receive verified answers instantly, which could help improve customer interactions and reduce delays on the sales floor. While the app is publicly listed on the App Store, a partner code is required to unlock full functionality, ensuring proprietary training materials remain protected.
The rollout signals Apple’s continued investment in retail engagement and workforce readiness. By combining training resources with conversational AI and a redesigned interface, Sales Coach functions as a real-time product knowledge hub for frontline staff. The update arrives as Apple prepares for upcoming product announcements at its “Apple Experience” event, positioning retail teams to communicate new features and guide customers through the company’s expanding lineup.
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