According to a new report, Apple has backed away from its ambitious plans for an AI-powered virtual health coach service, shifting focus to gradually integrating the planned features into its existing Health app.
Apple is moving plans for an AI health coach to focus on the Health app
The AI Health coach project, internally named Mulberry and referred to as Health+, recently collapsed following a leadership transition at Apple’s healthcare division. The new plan comes after longtime Apple executive Jeff Williams retired at the end of last year and services chief Eddy Cue took over the healthcare organization. Bloomberg reported on Thursday.
The new focus is on feature updates to the Apple Health app.
The new management is pushing for faster innovation
Cue reportedly tells colleagues that Apple needs to pick up the pace and become more competitive in health. He pointed to competitors like Oura Health and Whoop, noting that those companies offer more compelling features through their iPhone apps. Cue thinks Apple’s current health services plan doesn’t meet the necessary standards.
The executive is also considering changes to Apple Fitness+, a $9.99-a-month exercise subscription service that competes with the Peloton app.
What Cupertino has planned for Health+
Photo: Ed Hardy/Cult of Mac
Apple has spent years developing the AI-powered service, originally planning to launch it with iOS 26 last year. The company delayed the debut several times — first to the spring, then to the September release of iOS 27 — before finally scaling back the project.
Apple designed the service to generate detailed health reports and provide AI-driven recommendations to help users improve their well-being. It would combine new surveys and health assessments with Apple Watch data and external lab reports.
As part of the initiative, Apple built a content studio in Oakland, California. It aims to produce educational videos explaining health, training plans and wellness topics.
Features are still coming to the Health app
Even if the comprehensive Health+ service doesn’t launch as planned, Apple intends to repurpose some elements.
The company could introduce video content and certain features, such as suggestions based on existing Health app data, as early as this year. Another feature in development involves using the iPhone’s camera to analyze how a person walks.
Increased competition in health monitoring
Apple is facing increasing pressure from competitors in the health tracking market. Samsung Electronics and fitness platforms like Strava have gained significant traction. OpenAI recently entered the space with ChatGPT Health, which analyzes health data, answers questions and provides feedback.
Despite the setback, Apple continues to develop other health initiatives. The company is working on an AI chatbot for health-related questions. The bot will draw on Apple’s internal World Knowledge Answers system. Apple also plans to integrate its new Siri chatbot, which will be introduced later this year with iOS 27, to support advanced health queries in the Health app and its operating systems.
David Snowan expert on Apple hardware and software, writes on a variety of technology and cultural topics for Cult of Mac. They include Apple news, tech buying guides, and features on setting up your computer and Apple TV shows and movies.
With 30 years of experience in technology and other topics, he has written and edited numerous print and online publications, including CMP media, TechTV.com, OVERHANG, Cable news, Red herring magazine, Law.com, National Law Journal and Law Technology News magazine. Among other things, he served as executive editor of the Law.com network of websites and editorial director of technology for ALM Media.
Snow graduated from Syracuse University with a bachelor’s degree in magazine journalism and psychology. While there he worked as a reporter for Daily orange newspaper and associate editor Same time magazine.
Founder of the blog On the water linecan be reached on X (formerly Twitter) via @atthewaterline and on Mastodon via @dsnow.