• by Colin Kirkland , March 14, 2023

Apple is rolling out a new “Shop with a Specialist over Video” feature that invites iPhone users in the U.S. to connect with a retail team member via a one-way video shopping session.

According to a company blog post, the service allows customers to “browse the latest models, explore new features, and learn about Apple Trade In offers, carrier deals, switching to iOS, and various financing options.

The video call option, which may make most sense for folks who are not able to travel to a store, is available between 10 AM and 10 PM EST seven days a week. While the Apple team members will be on camera sharing their screen they will not be able to see the customer.

Customers are still able to communicate through audio alone if they please.

Apple is launching this live-shopping experience after reports that the company's 2022 sales were 11% below 2021, the lowest in almost a decade. COVID-19-related restrictions in Apple's Chinese manufacturing facilities also impacted sales.

At launch, Apple has introduced its new yellow iPhone 14 and iPhone 14 Plus, which it says has the longest battery life of any iPhone to date. Customers in the U.S. can get up to $600 in credit toward an iPhone 14 when they trade in an iPhone 11 or a later model using the new video shopping feature in the Apple Store app and at Apple Store locations.