Apple is developing an AI assistant for its Support app

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Apple is reportedly working on adding a powerful new AI feature to its Apple Support app, a ChatGPT-style assistant that could help users solve problems quickly and easily. 

The new feature, called Support Assistant, is expected to use generative AI, similar to what powers ChatGPT, and may be developed using Apple’s own Apple Intelligence or through partnerships with leading AI companies like OpenAI, Anthropic, or Google.

The Apple Support app currently helps users with basic things like store hours, accessibility options, and customer service chat. 

Right now, if a user has a problem, they can chat with a human support agent using Messages. 

But with this new AI-powered Support Assistant, the app could offer smart, automated help before connecting users to a real person.

For example, if you’re having trouble with your iPhone battery or setting up iCloud, the assistant might give you helpful, accurate answers instantly, saving you time. 

Code found inside Apple software by MacRumors suggests that the assistant will be able to answer questions about specific Apple products and services.

However, like other AI tools, the Support Assistant may not be perfect. 

Apple is reportedly including a disclaimer warning users that the AI might sometimes give wrong, incomplete, or even offensive information. 

It reminds users that this AI isn’t meant to replace real Apple support agents, just to help lighten the load.

This development seems to be connected to earlier reports about an internal Apple tool called Ask, which was used by AppleCare employees to quickly find answers using AI. 

The new Support Assistant seems to be a more polished, public-facing version of that idea.

The timing of this news is interesting. Some of Apple’s recent AI efforts have reportedly been delayed or underwhelming, and one of its top AI leaders, Ruoming Pang, recently left the company for Meta.

Do you like the idea of AI in customer support? Or do you think it’ll just be a hindrance? Tell us below in the comments, or reach us via our Twitter or Facebook.