Apple provides video assistance to iPhone shoppers

Apple store
Apple is providing online access to associates who can assist iPhone purchases (Photo via Shutterstock).

Apple has a new live shopping experience on its U.S. e-commerce site.

The consumer electronics giant is introducing a virtual service called Shop with a Specialist over Video, which connects U.S. customers looking to purchase an iPhone with a retail associate via a secure, one-way video shopping session. With this new service, customers can browse models, explore features, and learn about offers such as trade-ins, carrier deals, switching to iOS, and various financing options.

Customers can visit the dedicated page of the Apple e-commerce site, and in a few clicks, instantly connect with an Apple associate for advice on selecting the best iPhone model. Once connected, customers can compare features, colors, sizes, and find the best deal through the Apple trade-in program or their carrier.

Shop with a Specialist over Video is available to customers in the U.S. from 7 a.m. to 7 p.m. PT every day on the Apple website. During the session, an Apple associate will be on camera sharing their screen, but they will not be able to see the customer. If customers find that a session is unavailable or access the page after-hours, they can contact an associate over the phone or via chat 24 hours a day.

“We’re constantly innovating to deliver an even more personalized experience for our customers, meeting them where they are to deliver the best of Apple,” said Karen Rasmussen, Apple head of retail online. “With Shop with a Specialist over Video, our associates are excited to connect with customers and provide exceptional service as they learn about which iPhone best suits them.”

New Apple online store targets iPhone DIY-ers

Apple invented the modern smartphone with the iPhone, and the company has been rolling out e-commerce features aimed at customers of what has arguably become its flagship product. In April 2022, the tech giant launched the Self Service Repair Store, an e-commerce site that offers repair manuals and genuine parts and tools for select Apple products.

The online store offers more than 200 individual parts and tools. Apple initially launched the site selling the materials to complete repairs on the iPhone 12 and iPhone 13 lineups and iPhone SE (3rd generation), such as the display, battery, and camera. Apple then expanded he program will also include manuals, parts, and tools to perform repairs on Mac computers with Apple silicon.

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