In a significant move to overhaul its global retail strategy, Apple has officially released its new ‘Sales Coach’ app on the App Store. Launched on February 23, 2026, the application serves as a comprehensive replacement for the long-standing SEED (Sales Enablement, Education, and Development) tool. Designed specifically for Apple Store employees and Apple Authorized Resellers, Sales Coach aims to bridge the gap between technical documentation and real-world customer interactions through advanced AI and a fresh design language.
Rather than launching a separate listing, Apple deployed a seamless update that automatically transitioned existing SEED users to the new platform. While the app is publicly visible, access remains restricted to verified personnel who require a specific partner code to register. This internal tool is now live across iPhone, iPad, and the web at salescoach.apple.com, marking a pivotal shift in how the tech giant empowers its frontline workforce.
The most talked-about feature of the Sales Coach app is the introduction of the “Ask” tab, an AI-driven chatbot that acts as a real-time product knowledge engine. By pulling verified data directly from Apple’s official documentation, the chatbot allows employees to ask natural language questions about complex features—such as the specifics of the iPhone Air or the technical nuances of Instant Hotspot on Mac—and receive instant, accurate answers on the sales floor.
Visually, the app marks the first major implementation of Apple’s ‘Liquid Glass’ design language for internal tools. Introduced at WWDC25, this aesthetic utilizes:
- Dynamic Light Reflection: Interface elements that react to virtual light sources for a sense of depth.
- Translucent Textures: A breathable, spatial UI that prioritizes legibility and modern aesthetics.
- Real-time Rendering: Smooth transitions that align with the high-performance standards of Apple’s latest hardware.
By centralizing sales scripts, product announcement videos, and technical resources into a single, intelligent interface, Apple is standardizing the customer experience across thousands of locations worldwide. The app features tailored modules like “Why Upgrade to the New iPhone” and deep-dives into iPad ecosystem features, ensuring that even new hires can speak with the authority of a seasoned “Genius.”
This rollout comes just ahead of Apple’s rumored March 2026 product blitz, where the company is expected to unveil at least five new products, including a budget MacBook and the iPhone 17e. With the Sales Coach app now live, Apple’s retail partners are fully equipped to handle the upcoming surge in consumer queries with “AI at their fingertips,” reinforcing Apple’s dominance in both B2B productivity and C-end service excellence.
Key Highlights:
- App Rebranding: Apple has officially replaced its “SEED” training app with the new “Sales Coach” app, now available globally on the App Store.
- AI Integration: The app features a new “Ask” tab powered by an AI chatbot that provides instant, verified answers to product and technical questions.
- Modern Design: Sales Coach is one of the first internal tools to adopt the “Liquid Glass” design language, featuring a more spatial and translucent interface.
- Access Control: While the app is public on the store, it remains an internal business tool restricted to Apple employees and authorized partners via a unique partner code.