Apple is quietly pulling back on its ambitions for an Apple AI health coach, signaling how difficult it remains to turn advanced health tracking into a standalone paid service.
According to a report from Bloomberg, Apple has wound down its internal AI health coaching initiative, code-named Mulberry. The project, which Apple reportedly referred to internally as Health+, was initially envisioned as a dedicated AI-powered coaching service. Instead, Apple now plans to roll out select features gradually within its existing Health app.
Apple declined to comment on the report.
A Strategic Shift Inside Apple’s Health Division
The decision to scale back the Apple AI health coach follows a leadership change within Apple’s health organization. Bloomberg reports that Eddy Cue took over oversight of the division after longtime executive Jeff Williams retired late last year.
Cue has reportedly pushed teams to move faster and has pointed to competitors like Oura and Whoop as delivering more compelling health features. He is also said to be reviewing potential changes to Apple Fitness+, the company’s $9.99-per-month guided workout platform.
The leadership shift appears to have accelerated Apple’s reassessment of how—and whether—an Apple AI health coach fits into its broader services strategy.
Delays, Then a Rethink
Bloomberg noted that Apple had already delayed the AI health coach multiple times. The service was first targeted for iOS 26, then pushed to iOS 27, which is currently scheduled for release in September.
The original vision for the Apple AI health coach was ambitious. It was designed to generate personalized health reports and AI-driven recommendations using user surveys, Apple Watch data, and even external lab reports. Apple reportedly went so far as to build a content studio in Oakland, California, to produce video content tailored for the Health app experience.
Rather than scrapping everything, Apple is now expected to repurpose parts of that investment. Some video content and recommendation features—based on existing Health app data—could begin rolling out as early as this year. One feature still in development uses an iPhone camera to analyze a user’s walking pattern, suggesting Apple’s AI health ambitions are evolving rather than disappearing.
Competition Is Heating Up Fast
The scaling back of the Apple AI health coach comes as competition in digital health intensifies.
Bloomberg reports that Samsung continues to gain ground in health tracking, while OpenAI has introduced ChatGPT Health, which analyzes health data and offers AI-driven feedback.
Apple, for its part, isn’t abandoning AI in health altogether. The company is reportedly working on an AI chatbot to answer health-related questions and expects a future Siri chatbot to handle more advanced health inquiries.
Apple’s Long-Term Health Vision Remains Intact
Despite the pullback, Apple has consistently framed health as a core pillar of its ecosystem. In a 2024 press release, Apple health vice president Sumbul Desai emphasized the company’s long-term commitment.
“At Apple, we believe that technology can help you live a healthier life,” Desai said, adding that Apple remains focused on enabling new health capabilities.
For now, the Apple AI health coach may not arrive as a standalone product—but its DNA is likely to live on inside the Health app, shaping how Apple blends AI, wearables, and services in the years ahead.
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