Apple Replaces SEED With New ‘Sales Coach’ App for Retail and Service Employees

Apple has launched a new internal app called Sales Coach for iPhone and iPad, replacing its long-running SEED training platform for Apple Store and Apple Authorized Service Provider (AASP) employees. The app provides updated sales training materials and product guidance, and introduces a forthcoming AI-powered chatbot designed to answer product questions in real time.

Sales Coach is available globally to Apple retail and AASP staff as an update to the existing SEED app. Employees who install the latest version will see SEED transition into Sales Coach. The app is not publicly available.

Sales Coach Introduces Updated Design and AI Chat Support

Sales Coach adopts Apple’s current Liquid Glass design language and restructures training resources around device sales and customer support workflows. The app consolidates product details, feature explanations, and internal guidance materials used by frontline employees.

A new AI chatbot, accessible through an upcoming “Ask” tab, will allow staff to query product capabilities and software features across Apple’s lineup. The chatbot is designed to provide instant answers about device functionality, feature differences, and compatibility details, reducing reliance on manual documentation during customer interactions.

Your Complete iOS 26 Playbook:

Get our exclusive Ultimate iOS 26 Guide 📚 — absolutely FREE when you sign up for our newsletter below.

The chatbot feature has not yet been fully rolled out, but it is integrated into the new app framework and expected to become available soon.

Web Access Expands Availability

In addition to iOS and iPadOS, Apple has made Sales Coach accessible through a dedicated web portal at salescoach.apple.com, allowing employees to access training resources from desktop systems.

The transition from SEED to Sales Coach signals a broader update to Apple’s internal retail tooling, aligning employee-facing software with the company’s current design standards and expanding the role of AI in frontline sales support.