Apple is bringing a new shopping experience to the US online store for the iPhone with online assistance.

The secure video interaction will be one way, in that an Apple specialist would walk a customer through shopping for an iPhone. Customers can get to know the different models, trade-in options, carrier deals, financing options, and even what it entails to switch to iOS.

We’re constantly innovating to deliver an even more personalized experience for our customers, meeting them where they are to deliver the best of Apple. 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.

Karen Rasmussen, Apple’s head of Retail Online.

This gives customers an easy way to compare the specs of the iPhone line up to figure out which suits them best, explore colors, and understand the various financing options.

The service is available from 7 a.m. to 7 p.m. PT every day via the iPhone section of the online store. If a session is not available, or if they want assistance after hours, a customer can reach a specialist over phone or chat.

This service is available for the entire iPhone line-up that Apple currently sells.

Such an interaction can help customers make an informed choice and gives them the flexibility of ordering their device online for delivery or store pickup.