Meta launched its AI agent Muse on September 8, 2026, to assist with shopping, travel booking, and form filling. The agent integrates with platforms like Shopify, Shop Pay, Expedia, and PayPal, though it currently lacks access to Amazon. Muse operates via a secure virtual machine in the cloud, allowing background task execution independent of the iPhone app framework.
Bank of America analyst Wamsi Mohan noted on September 29, 2026, that Muse could potentially reduce Apple’s subscription revenue by up to $10 billion. This risk stems from the agent's ability to reroute commerce activity, bypassing the App Store where Apple typically collects a 30% commission on transactions.
Following the analyst note, Apple shares declined by approximately 2% to 2.5% on September 29 and 30. Despite this, Bank of America maintained a Buy rating on Apple stock with a price target of $370. Muse recorded between 2.5 million and 3.4 million downloads in its first two weeks.
Meta plans to expand Muse beyond mobile devices, with initiatives to bring the agent to Mac applications as of September 17–18, 2026. The company also intends to integrate the technology into future glasses hardware, aiming to establish its own computing platforms rather than relying on existing mobile storefronts.
