Oliver Haslam on February 14, 2026, 9:31 pm

Apple Will Launch A New Sales Coach App Later This Month

Apple is getting ready to launch a rebranded Sales Coach app for the iPhone and iPad later this month, according to a new report.

The app, which will be an updated version of the current SEED app, will be used by Apple Store employees and Apple Authorized Resellers globally to learn tips and work through training resources.

Apple plans to have the new app up and running within days, according to a MacRumors report citing people familiar with the matter. The new app will also be where Apple rolls out its own AI chatbot in the future. The Sales Coach chatbot will be similar to the one that is already part of the Apple Support app, the report adds.

Apple is aiming to release the “Sales Coach” app on Monday, February 23, our source said. It will have two major changes compared to the “SEED” app, including an all-new Liquid Glass design, and later an AI chatbot that can provide Apple Store and Apple Authorized Reseller employees with sales tips and product information.

The chatbot will be available from an “Ask” tab in the app, allowing employees to ask questions and receive information via the chatbot’s AI model.

The new app comes as Apple also plans to roll out a web-based version at salescoach.apple.com. However, the tool will only be available internally, so it is not accessible to members of the public.