Apple has introduced a new internal app: "Sales Coach." This application replaces the previous SEED app and is intended for employees in Apple Stores and authorized Apple Service Providers (AASPs). Its goal is to provide centralized sales and training information and simplify access to product knowledge. The app is not publicly available and is intended exclusively for internal Apple teams.
Apple continuously invests in the training and support of its sales and service employees. Sales Coach modernizes and technically expands the existing infrastructure. The previous SEED app had already been in use for several years and served as an internal knowledge and training platform.
The switchover happens directly via an update: Anyone who has the SEED app installed will automatically receive Sales Coach with the latest version. A separate reinstallation is not necessary.
What is the Apple Sales Coach App?
Sales Coach is an internal app for iPhone and iPad. It was developed specifically for employees in Apple Stores and for authorized Apple Service Providers worldwide. The application provides training materials and product-related information relevant to everyday sales activities.
The app is not publicly accessible. It is neither available in the regular app store nor is it intended for end users.
Replacement for the SEED App
With the introduction of Sales Coach, the existing SEED app is completely replaced. Apple releases the new application as an update to the existing app. After installing the latest update, the former SEED app appears under the new name "Sales Coach".
Apple has been working on the new app for several weeks. Initial details about its development were revealed at the beginning of the month. Now, the official launch is taking place.
New Liquid Glass design
In contrast to the SEED app, Sales Coach uses Apple's updated Liquid Glass design. This design is based on modern visual elements with transparent surfaces and a clean, structured user interface.
The new design is based on current Apple design standards and ensures a contemporary presentation within the app.
AI chatbot with "Ask" tab
A key new feature is an integrated AI chatbot. This can be accessed via a new "Ask" tab. The function is similar to the chatbot in the Apple Support app.
The chatbot answers questions about Apple products and provides information on features, technical details, and software characteristics. Employees can use it, for example, to instantly access information on specific iPhone functions or get details on how various software features work.
The answers are available directly within the app and support the sales process in real time.
Worldwide availability and web version
Sales Coach is being rolled out worldwide to Apple Store employees and authorized Apple Service Providers. In addition to the version for iPhone and iPad, Apple is also making the platform available on the web. The web version can be accessed at salescoach.apple.com.
This allows access both via mobile devices and via a browser.
Sales Coach: Central solution for Apple Stores and service partners
With Sales Coach, Apple is replacing its existing SEED app with a modernized internal platform. The new app features an updated Liquid Glass design and an integrated AI chatbot. It is exclusively for employees in Apple Stores and authorized Apple Service Providers and is not publicly accessible.
By combining an app version with web access, Apple creates a central, globally available solution for training and sales support. (Image: Apple)
- iOS 26.4 Beta 2: All features and adjustments
- WhatsApp is working on scheduled messages
- David Pogue offers insights into "Apple: The First 50 Years"
- Anthropic raises serious allegations against China
- iOS 26.4: Two apps get the old search layout
- iOS 26.4 Beta 2 tests secure RCS chats with Android
- iOS 26.4 Beta 2 launches: Apple continues testing phase
- Apple TV is betting on Wonder Pets Season 2
- Apple Sports expands soccer and tournament schedules
- Apple TV shows new thriller "Unconditional"
- iOS 26.3.1: Apple tests new iPhone update
- How Trump's import tariffs are making life difficult for Apple
- WhatsApp is testing a feature to hide texts
- Apple Ferret-UI Lite: The smart way to on-device AI
- Illegal tariffs: Will Apple get its 2 billion back?
- MacBook Air M1 sold out: What does Apple plan next?
- Perplexity brings the Comet browser to the iPhone
- Apple and the battle over NFC fees in Brazil
- Avalanche disaster: iPhone becomes a lifesaver
- Apple vs. Jon Prosser: Trial gains momentum
- Apple case designed to connect iPhone to satellites
- Apple and CSAM: Lawsuit raises serious allegations
- WhatsApp adds an important feature to groups
