Photographer: Brent Lewin/Bloomberg

Apple Is Said to Redesign Online Store App With Recommendations

  • New version for iPad, iPhone may debut in the next two weeks
  • ‘For You’ tab to make suggestions based on purchase history

Apple Inc. plans to roll out a redesigned version of its Apple Store mobile app for selling devices that will use a customer’s buying history to recommend further purchases, taking a page from Amazon.com Inc.’s playbook.

The updated retail app could be rolled out in the next two weeks, according to people familiar with the intended revamp. It’s likely to include a “For You” tab that suggests products based on prior orders, said the people, who asked not to be identified because the project isn’t yet public. While there are currently separate Apple Store apps for the iPhone and iPad, the new app will work on both devices and have the same basic features and interface. An Apple spokesman declined to comment.

The shift toward using recommendations would mark a change for Apple, where privacy concerns have traditionally usurped efforts to use customer-behavior data to garner more revenue. While its music-streaming and news apps also recommend tracks and stories, they primarily do so based on interests that customers have chosen to declare. Amazon and Alphabet Inc.’s Google, meanwhile, regularly mine a user’s prior tastes and purchases to generate business by recommending complementary products.

Apple has also overhauled its retail stores since Angela Ahrendts joined as head of that division from Burberry Group Plc in 2014 -- the first new shop was opened in San Francisco in May.

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