Apple is preparing to launch a new internal application, “Sales Coach,” on February 23, designed to provide sales training and resources to its retail and reseller employees worldwide, according to a report by MacRumors.
The app will replace Apple’s existing “SEED” application, continuing the function of delivering sales guidance. Whereas, “Sales Coach” will debut with a redesigned interface utilizing Apple’s Liquid Glass design language. A future update will integrate an artificial intelligence chatbot, allowing employees to query the system for product information.
Employees will be able to use the chatbot to ask questions about specific Apple products and features. Examples cited include inquiries about the iPhone’s capabilities or the functionality of features on Mac computers, such as Instant Hotspot. The report does not specify whether Apple will utilize a third-party AI platform or its own AI models for the chatbot functionality.
The “Sales Coach” application will be accessible to employees both through a dedicated app and via Apple’s internal website. Apple recently released the third beta versions of iOS 26.3 and iPadOS 26.3 to developers and public beta testers, as reported by MacRumors on February 14, 2026 and release candidates for iOS 26.3 and iPadOS 26.3 were seeded on February 15, 2026. These software updates are separate from the launch of the “Sales Coach” application but demonstrate Apple’s ongoing development cycle across its product lines.
