Apple is currently testing a new artificial intelligence chatbot called Asa, which, unlike its competitors’ consumer-oriented AI tools, is meant solely for internal use. As reported by 9to5Google, Asa is being integrated into Apple’s internal SEED (Sales Enablement, Education, and Development) app to train retail employees and resellers in preparation for the iPhone 17 series launch set for September 9. In contrast to Google’s Gemini and OpenAI’s ChatGPT, Apple has opted not to create a standalone consumer chatbot. Instead, the company’s strategy focuses on incorporating AI into existing services such as Siri, Photos, and various system-wide features. Following the WWDC 2025 event, Apple executives, including Craig Federighi, emphasized this integrated, AI-first approach rather than launching a public chatbot.
Asa is set to enhance the SEED app, which has traditionally served as Apple’s internal training platform, providing modules on new products, customer service standards, and company values. With Asa now included in SEED, training will become more interactive. The chatbot enables employees to pose open-ended questions and obtain customized responses, thereby making the learning experience quicker and more engaging. Screenshots from MacRumors analyst Aaron Perris illustrate Asa’s functionality, showing it responding to inquiries about product features, device comparisons, and practical applications. Currently in testing, Asa is anticipated to be rolled out across Apple’s retail ecosystem shortly. Industry experts suggest that Asa could be particularly beneficial for new employees who need to familiarize themselves with Apple’s extensive product lineup quickly.
Given the imminent iPhone 17 launch, Asa’s introduction is well-timed to enhance the preparedness of frontline staff. For the moment, Asa is designated exclusively for Apple’s internal use. The company has not announced any intentions to release a public version of the chatbot. While Asa is currently limited to employee training, there are indications that Apple might consider a different route for consumers, potentially integrating Google’s Gemini AI into Siri for future enhancements to its virtual assistant. The SEED app is Apple’s specialized training platform for its retail personnel, authorized resellers, and global sales partners, offering structured resources on products, services, and sales techniques to ensure that customer interactions remain accurate and consistent.
By incorporating Asa into SEED, Apple seeks to facilitate a more natural learning process, minimizing the need for rigid training sessions and providing staff with rapid answers in real time. As Apple gears up for its much-anticipated “Awe Dropping” event on September 9, where the iPhone 17 series is expected to be unveiled, Asa exemplifies the company’s ongoing behind-the-scenes AI advancements. While competitors focus on consumer-facing AI, Apple is adopting a more understated, service-centric approach, subtly transforming how its workforce learns, sells, and supports customers.