Apple has quietly introduced an AI-powered chatbot called Support Assistant within its Apple Support app, currently available as a limited early preview for select iPhone users in the U.S. The new chat tool, powered by generative AI similar to ChatGPT, allows users to directly communicate with the assistant to troubleshoot common technical issues related to Apple products and services.
The AI chatbot aims to provide fast, automated support for routine problems, offering answers generated from user inputs within the app. However, it is still labeled an experimental feature, and Apple cautions users that the AI may occasionally produce incorrect or incomplete information. When the AI cannot resolve an issue, users can escalate the conversation to a human Apple Support representative for further assistance.
Apple Support has a new AI chat feature pic.twitter.com/6gT9jSTohC
— Apple Parody (@AaplParody) August 5, 2025
The rollout of this generative AI support assistant has no confirmed timeline for broader availability beyond the current limited U.S. preview. Apple updated the Support app on July 15 with new Terms of Use for the assistant, emphasizing it is strictly for technical support and advising users to verify important information.
This development underscores Apple’s steady integration of AI technologies into its ecosystem despite mixed reception of previous AI initiatives like Apple Intelligence. The Support Assistant chatbot holds promise to enhance customer service by providing around-the-clock automated help, while maintaining a pathway to human support for complex cases.