Apple Unveils AI 'Support Assistant' to Revolutionize Customer Support Experience
July 9, 2025
In addition to the Support Assistant, Apple has several upcoming releases in 2025, including over 15 new products, updates to iOS 26 Beta 3, and details on vehicle compatibility with iPhone car keys.
Future support interactions may allow users to upload images, PDFs, or documents, making the support process more interactive and multimedia-friendly.
Apple is developing an AI-powered 'Support Assistant' for its Support app, which aims to improve user support through generative AI chat capabilities, though the launch date remains unconfirmed.
Currently, Apple is testing a similar AI tool called 'Ask' within AppleCare support advisors, which helps generate responses from Apple's internal knowledge base, hinting at the potential functionalities of the Support Assistant.
Apple continues to dominate the wireless earbuds market with the upcoming AirPods Pro 3, despite rising competition from low-cost alternatives.
This new feature will leverage generative AI models to answer questions related to Apple products and services, with a disclaimer that its responses may sometimes be inaccurate or misleading.
The company is also expected to announce the iPhone 17 Pro and iPhone 17 Pro Max in September, featuring design changes such as repositioned logos, new materials, and an elongated camera bump, as revealed by renders.
The timeline for the AI Support Assistant's release is still unknown, but it remains part of several new projects in development, including updates to Apple Maps.
The discovery of the feature in Apple's code by MacRumors indicates that users will be able to chat directly with the AI within the Support app.
Summary based on 2 sources
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Sources

MacRumors • Jul 8, 2025
Apple Working on ChatGPT-Style AI Assistant for Customer Support
BGR • Jul 9, 2025
Apple Support app might get its own AI assistant in iOS 26