What: Apple is integrating artificial intelligence into its iPhone and iOS systems to enhance fashion shopping experiences.

Why it is important: This integration signifies a major advancement in how consumers interact with fashion retail, potentially transforming the shopping experience by making it more personalised and efficient through AI technology.

Apple is leveraging artificial intelligence to revolutionise fashion shopping on its iPhone and iOS platforms. The company aims to improve the user experience by integrating AI capabilities that can assist users in discovering and purchasing fashion items more intuitively. This initiative is part of Apple's broader strategy to enhance its ecosystem with advanced technologies that cater to consumer needs in the fashion sector. By using AI, Apple seeks to offer personalised recommendations, streamline the shopping process, and ultimately drive more engagement and sales through its devices. This development highlights Apple's commitment to innovation in retail, particularly in making fashion shopping more accessible and tailored to individual preferences.

Apple enhances fashion shopping with AI on iPhone and iOS