Apple pulled back on its ambitious plans for an AI-powered virtual health coach service, shifting focus to integrating planned features gradually into its existing Health app, according to a new report.
Apple shifts AI health coach plans to focus on Health app
The AI health coach project, internally code-named Mulberry and referred to as Health+, recently folded following a leadership transition in Apple’s health division. The new plan came after longtime Apple executive Jeff Williams retired at the end of last year, with services chief Eddy Cue taking over the health organization, Bloomberg reported Thursday.
The new focus is all about updating features in Apple’s Health app.
New leadership pushes for faster innovation
Cue reportedly said to colleagues that Apple needs to accelerate its pace and become more competitive in the health space. He pointed to competitors like Oura Health and Whoop, noting that these companies offer more compelling features through their iPhone apps. Cue thinks Apple’s existing health service plan don’t meet the necessary standards.
The executive is also considering changes to Apple Fitness+, the company’s $9.99-per-month workout subscription service that competes with Peloton’s app.
What Cupertino planned for Health+
Photo: Ed Hardy/Cult of Mac
Apple spent years developing the AI-powered service, originally planning to launch it with iOS 26 last year. The company delayed the debut multiple times — first to spring, then to iOS 27‘s September release — before ultimately scaling back the project.
Apple designed the service to generate detailed health reports and deliver AI-driven recommendations to help users improve their well-being. It would have combined new surveys and health assessments with data from Apple Watches and external lab reports.
As part of the initiative, Apple built a content studio in Oakland, California. It’s meant to produce educational videos explaining medical conditions, training plans and wellness topics.
Features still coming to Health app
While the comprehensive Health+ service won’t launch as planned, Apple intends to repurpose some elements.
The company might introduce the video content and certain capabilities, such as suggestions based on existing Health app data, as early as this year. Another feature in development involves using an iPhone camera to analyze how a person walks.
Increased competition in health tracking
Apple faces mounting 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 developing 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, set to debut later this year with iOS 27, to support advanced health queries across the Health app and its operating systems.
David Snow, an expert on Apple hardware and software, writes on a variety of technological and cultural topics for Cult of Mac. They include Apple news, technology buying guides, and features about computer setups and Apple TV shows and movies.
With 30 years of experience covering technology and other subjects, he has written and edited for numerous print and online publications, including CMP Media, TechTV.com, CNET, Wired News, Red Herring magazine, Law.com, The National Law Journal and Law Technology News magazine. Among other roles, he served as executive editor of the Law.com network of websites and editorial director, technology, for ALM Media.
Snow graduated with a B.A. from Syracuse University with majors in magazine journalism and psychology. While there, he worked as a reporter for The Daily Orange newspaper and associate editor of Equal Time magazine.
Founder of the blog At the Waterline, he can be reached on X (formerly Twitter) via @atthewaterline and on Mastodon via @dsnow.
