Apple is revolutionizing the way customers buy iPhones with the introduction of the “shop with a specialist over video” feature. This new feature lets you shop for your iPhone online with the assistance of a specialist over a one-way video call. This service allows customers to have an online shopping experience combined with the guidance of an Apple specialist, ensuring that customers are well-informed before making a purchase.

The one-way video call provides customers with the ability to see the specialist on their screens while the specialist is unable to see the customer. This feature allows customers to make a call from any device that has a microphone and speaker, even if the device doesn’t have a camera. With the “shop with a specialist over video” feature, customers can receive guidance on various iPhone features, trade-in offers, financing options, and iOS information.

The “shop with a specialist over video” feature is an extension of Apple’s existing “shop with a specialist” program, which allows customers to make a reservation at one of its stores to purchase products with the assistance of an Apple employee. However, unlike the in-store program, customers can only purchase iPhones through the “shop with a specialist over video” feature.

Apple has yet to confirm whether the specialists on the other end of the call are Apple store employees or if they are part of a dedicated remote team. Regardless, the video service is a welcomed addition to Apple’s arsenal, especially in the wake of the upcoming launch of the iPhone 15. The feature is only available from 10 a.m. ET/7 a.m. PT to 10 p.m. ET/7 p.m. PT.

To access the feature, customers must visit the iPhone product page (apple.com/shop/buy-iphone), click “Ask an iPhone Specialist,” and hit “Connect With A Specialist” from the resulting pop-up menu. From there, customers can choose to “Shop with us over the one-way video” and get redirected to a page where the call can be initiated.