New Sales Coach App Helps Apple Partners Stay Ahead

Apple has refreshed its internal support tool for sales staff, rebranding the old SEED app as Sales Coach. The change came after rumors that a new app would replace the previous one, but in reality it was simply an update. The updated version carries a new Liquid Glass look and introduces an AI chatbot. Users can tap the “Ask” tab to get instant answers from Apple’s own product guides and sales playbooks.While the app is listed on the App Store, it is not open to the public. Only Apple employees and approved sales partners can download it, and they must enter a partner code to register. Alongside the app, Apple has launched a web platform that offers the same resources. Both tools aim to give partners quick access to product news, program changes, and selling tips. Overall, the move keeps the same core function—supporting Apple’s sales network—but gives it a fresh interface and AI help to make conversations smoother.