Apple has reportedly launched an AI chatbot, but it's not for the iPhone 17 (or you)

X Innovation Home Innovation Artificial Intelligence Apple has reportedly launched an AI chatbot, but it's not for the iPhone 17 (or you) The company has launched a new beta feature for its retail employees, according to a report, at a time when virtually all of its competitors are investing billions in new customer-facing AI tools. Written by Webb Wright, Contributing WriterContributing Writer Sept. 4, 2025 at 6:00 p.m. PT Jason HinerZDNETFollow ZDNET: Add us as a preferred source on Google.ZDNET's key takeawaysApple has reportedly launched an AI chatbot for its retail staff.Asa is intended to be an automated digital sales assistant.The chatbot arrives just weeks before the launch of iPhone 17.Apple has reportedly launched a new AI chatbot -- for its employees, not for its customers.Nicknamed Asa, the chatbot is designed to serve as an automated digital assistant for the company's retail staff, making them better equipped to sell iPhones and other products, according to screenshots posted to X on Sunday by MacRumorsanalyst Aaron Perris.Apple did not immediately respond to a request for comment.What can Asa do?Asa has been launched within SEED, Apple's internal app for sales training, according to Perris' post. With the iPhone 17 expected to hit stores later this month -- along with a raft of new software updates -- the company could be hoping that its new chatbot will provide extra support for its global retail team ahead of expected sales. Also: Kuo: Apple just increased its folding iPhone plans for 2026 - will triple Samsung's Fold 7An employee using Asa might, for example, consult it to get a better sense of how iPhones can be used across different industries, according to one of the screenshots posted to X. The feature is reportedly still being tested in beta. Apple also launched an experimental AI chatbot called Support Assistant within its Support app to some users earlier this month.Inward-focused AIAt a time when virtually every major tech company has been ratcheting up its efforts to push AI products to customers, the launch of Asa suggests that Apple is instead looking inward, bringing the technology to its employees. *Reporting by Zdnet.*