Apple has launched a new live shopping experience for customers in the US called Shop with a Specialist over Video.

The service connects customers looking to purchase an iPhone with a retail team member via a one-way video shopping session, the tech giant said.

It means customers can browse the latest models, explore new features, and learn about special offers as well as various financing options in real-time over video.

“We’re constantly innovating to deliver an even more personalised experience for our customers, meeting them where they are to deliver the best of Apple,” said Karen Rasmussen, Apple’s head of Retail Online.

“With Shop with a Specialist over Video, our team members are excited to connect with customers and provide exceptional service as they learn about which iPhone best suits them.”

According to the company, customers can connect with an Apple Specialist via its website in just a few clicks. It added that for those that cannot access the page after hours or find a session is unavailable, they can contact a Specialist over the phone or via chat 24 hours a day.

During the session, an Apple team member will be on camera sharing their screen, but they will not be able to see the customer. Once connected, customers can compare features, colors, sizes, and find the best deal through the Apple Trade In program or their carrier.