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Meta's Muse assistant launches on iPad a month after its mobile debut

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Meta's Muse assistant launches on iPad a month after its mobile debut

Meta announced on Wednesday that its Muse assistant is now available in a dedicated iPad app. Muse reached the iPad just a month after launching on iPhone. The article contrasts this with Instagram, which took some 15 years to get an iPad app despite constant user demand. It adds a caveat: bringing something like Muse to the iPad may be easier, given its text-heavy interface, where image and video resolution and formatting matter less.

Muse launched on iOS and Android on September 8. Since then it has topped 6.6 million installs, according to estimates from market intelligence firm Sensor Tower. The article calls it one of dozens of consumer-facing AI agents. Users connect their accounts to stay on top of email, meetings, bills and more, and to complete tasks such as booking reservations, ordering groceries, setting goals and making purchases.

To make that work, Meta has been adding partners that appear in Muse as "connectors." Users can add and sign in to them selectively, depending on which parts of their online life they are comfortable letting an AI agent handle. With the iPad release, Meta updated the list with several newer additions: connectors aimed at small businesses, including Asana, Canva, Dropbox, Figma, QuickBooks, GitHub, Klaviyo and Zoom, plus connectors for Meta ad accounts. It also added Notion and Granola.

Meta also recently announced more retail partners, including Best Buy, Gap, Sephora, Walmart and Wayfair. These let the agent shop those retailers' sites and complete transactions on users' behalf. Because the technology is new, these shopping experiences can still run into problems: websites mistake agents for bots and block their access.

On Tuesday, Meta said it is working with industry partners on a technical fix for that problem, an open standard that would allow personal AI agents to identify themselves to businesses. That would help businesses sort the good bots from the bad.

Key facts

  • Meta announced on Wednesday that Muse is now available in a dedicated iPad app, a month after the iPhone launch.
  • Muse launched on iOS and Android on September 8 and has topped 6.6 million installs, per Sensor Tower estimates.
  • The iPad release comes with an updated connector list: Asana, Canva, Dropbox, Figma, QuickBooks, GitHub, Klaviyo and Zoom, Meta ad accounts, plus Notion and Granola.
  • Retail partners include Best Buy, Gap, Sephora, Walmart and Wayfair, but sites can still block agents they mistake for bots.
  • On Tuesday Meta said it is working with industry partners on an open standard that would let personal AI agents identify themselves to businesses.

Why it matters

The speed is the headline. Muse got an iPad app a month after its phone launch, while the article notes Instagram needed some 15 years. The article reads this as a signal of how seriously Meta takes AI, and offers its own caveat that a text-heavy interface may make the port easier. The story also shows where the product is heading: an agent that acts across a user's accounts and shops on retailers' sites, in a market the article describes as already holding dozens of consumer-facing AI agents.

Who it affects

iPad owners who want Muse on a larger screen are the direct audience. The connector list reaches small-business users of tools such as Asana, Canva, Dropbox, Figma, QuickBooks, GitHub, Klaviyo, Zoom, Notion and Granola, and advertisers with Meta ad accounts. Retailers named as partners (Best Buy, Gap, Sephora, Walmart, Wayfair) are affected because the agent shops their sites and completes purchases for users. Businesses more broadly are affected by the proposed standard for agents to identify themselves.

How to use it

Muse is now available as a dedicated iPad app, alongside its iOS and Android versions. Users add connectors and sign in to them selectively, choosing which parts of their online life the agent may handle. Tasks named in the article include managing email, meetings and bills, booking reservations, ordering groceries, setting goals and making purchases. No pricing, subscription terms or iPad-specific features are given in the source.

How solid is it

The core news, an iPad app announced by Meta, is stated plainly. The 6.6 million installs figure is a Sensor Tower estimate, not a number reported by Meta, and it is not broken down by platform or by iPad. No Meta spokesperson or executive is quoted. The open standard is described only as work in progress with unnamed industry partners.

Risks and caveats

Agentic shopping is not smooth yet: websites mistake agents for bots and block their access, so purchases can fail. The proposed open standard for agent identification is conditional ('would allow'), and its partners are not named and no timeline for it is given. Users are also asked to decide how much of their email, meetings, bills and purchases to hand to an AI agent, which is why the selective connector sign-in matters. The source does not say which AI model powers Muse, and it does not give geographic availability of Muse or the iPad app.