Apple Reportedly Developing AI Chatbot for Support App, Despite Earlier Denials
Apple is reportedly working on a new AI-powered chatbot designed to improve the user experience within its Apple Support app. According to a report from MacRumors, contributor Aaron Perris discovered code suggesting Apple is developing a generative AI assistant capable of responding to customer questions in real time.
Although the feature is not yet available to the public and Apple has not provided a timeline for its release, the project could mark a significant evolution in how the company handles customer service. The chatbot seems intended to serve as a first point of contact, offering quick assistance before escalating more complex issues to human support staff. This could eliminate the need for users to wait on callbacks or delayed text responses.
The timing of this discovery is particularly interesting. Just weeks ago, Apple executives Craig Federighi, Senior Vice President of Software Engineering, and Greg Joswiak, Senior Vice President of Worldwide Marketing, told The Wall Street Journal that Apple had no intention of building a “bolt-on chatbot.” Instead, they emphasized the company’s commitment to deeply integrating AI into the broader Apple ecosystem. The emergence of this standalone support assistant may suggest a shift in that position.
Similar in function to tools like OpenAI’s ChatGPT, the chatbot is reportedly powered by generative AI. Apple has not revealed which specific models are being used. Based on the code findings, the assistant is meant to offer rapid, automated support—though it’s not intended to replace professional advice. Additional features may include support for uploading images and documents, which could help users troubleshoot hardware issues, verify warranties, or confirm AppleCare+ coverage more efficiently.
This development comes as Apple appears to be rethinking aspects of its AI and design strategies. The company has reportedly postponed the rollout of its revamped Siri, moved toward using third-party AI models after initially focusing on in-house solutions, and scaled back the “Liquid Glass” design theme in iOS 26 following lukewarm feedback from early testers.
