Apple to release new 'Sales Coach' app

According to sources familiar with Apple's affairs, Apple plans to release a new app called ' Sales Coach ' for iPhones and iPads in late February 2026, Apple-related media outlet MacRumors reported.

Apple Launching New 'Sales Coach' App - MacRumors
https://www.macrumors.com/2026/02/13/apple-launching-sales-coach-app/

Apple reportedly releasing new 'Sales Coach' app soon - 9to5Mac
https://9to5mac.com/2026/02/14/apple-reportedly-releasing-new-sales-coach-app-soon/

Apple's planned 'Sales Coach' app will be released as an update to the existing ' SEED ' app. Sales Coach will be provided to employees at Apple Stores and Apple Authorized Resellers around the world to provide sales pitch tips and training resources. For example, it appears that there will be articles and videos covering a wide range of information, from 'Why you should switch to the new iPhone' to 'Popular iPad features.'

According to sources at MacRumors, Apple plans to release the 'Sales Coach' app on February 23. There are two major differences from the 'SEED' app. One is that it will use a completely new design language called 'Liquid Glass.'

New iPhone and Mac design 'Liquid Glass' appears, reproducing the optical properties of glass such as refraction and reflection of light while the corners are rounded - GIGAZINE

The second is the introduction of an AI chatbot that Apple Store and Apple Authorized Reseller associates can use to get sales tips and product information. Accessible through the 'Ask a Question' tab in the app, the AI chatbot allows associates to ask a variety of questions about Apple products.

For example, you can ask questions about the main features of the iPhone Air or how to use the Instant Hotspot feature on a Mac. It's unclear at the time of writing whether the AI chatbot uses Apple's proprietary large-scale language model (LLM) or relies on third-party AI.

A web version of Sales Coach has already been released, but it is an internal tool for employees of Apple Stores and authorized Apple resellers and is not available to the public.

Sales Coach
https://salescoach.apple.com/

Apple has also introduced an AI chatbot into its official support app, Apple Support , to answer users' questions, but it is unclear whether this is the same AI chatbot as the Sales Coach.