Apple Inc. Is recalibrating its ambitions in the digital health space, scaling back plans for a comprehensive, AI-powered health coach service. The move, reported by Bloomberg on , underscores the challenges of translating health tracking data into a compelling, paid subscription offering and reflects a strategic shift under new leadership.
The initiative, internally known as Project Mulberry and also referred to as Health+, aimed to provide personalized health recommendations driven by artificial intelligence. The service was envisioned to synthesize data from Apple Watch, iPhone sensors, user-submitted surveys, and potentially external lab reports. Apple had even established a content studio in Oakland, California, to produce video content for the platform. However, rather than launching as a standalone subscription, Apple now intends to integrate features incrementally into the existing Health app.
The change in direction follows a leadership transition within Apple’s health organization. Longtime executive Jeff Williams retired at the end of last year, with Eddy Cue, Apple’s services chief, assuming responsibility for the division. According to Bloomberg, Cue has emphasized the need for accelerated innovation and has pointed to competitors like Oura and Whoop as setting a higher bar for feature richness. He is also evaluating potential adjustments to Apple Fitness+, the company’s existing $9.99-a-month guided workout subscription service.
Apple had repeatedly delayed the launch of the AI health coach, initially targeting its release with iOS 26 before pushing it to iOS 27, scheduled for September. The service was designed to generate detailed health reports and provide AI-driven recommendations. While the standalone service is being shelved, Apple will repurpose some of the developed video content and features, potentially incorporating suggestions based on existing Health app data as early as this year. Development continues on a feature utilizing the iPhone camera to analyze a person’s gait.
The retreat from a standalone health coach comes amidst a rapidly evolving competitive landscape. Samsung is reportedly gaining ground in health tracking capabilities, and OpenAI has entered the market with “ChatGPT Health,” an AI platform designed to analyze health data and provide feedback. Apple is also pursuing its own AI chatbot for health-related inquiries, anticipating a future Siri iteration capable of handling more complex health questions.
Apple’s broader vision for digital health remains intact. In a press release, Sumbul Desai, Apple’s health vice president, stated, “At Apple, we believe that technology can help you live a healthier life, and we’re excited to enable incredible new health capabilities.” This statement suggests a continued commitment to leveraging technology for wellness, even if the initial approach has been revised.
The scaling back of Project Mulberry highlights the complexities of building a successful, subscription-based health service. While Apple possesses a vast user base and a wealth of health data through its devices, translating that data into actionable, personalized advice that consumers are willing to pay for proves challenging. The company faces hurdles in ensuring data accuracy, maintaining user privacy, and navigating the regulatory landscape surrounding health information.
The shift also raises questions about Apple’s broader strategy for monetizing its health ecosystem. Apple Fitness+ provides a recurring revenue stream, but its focus remains primarily on guided workouts. The AI health coach represented a more ambitious attempt to offer personalized health guidance, potentially commanding a higher subscription price. The decision to integrate features into the Health app suggests a more cautious approach, prioritizing accessibility and user experience over immediate revenue generation.
The move could also signal a reassessment of Apple’s competitive positioning. With rivals like Oura and Whoop offering specialized health tracking and analysis, Apple may be seeking to differentiate itself by focusing on broader health and wellness features, rather than attempting to replicate the niche offerings of its competitors. The integration of AI-powered features into the Health app could enhance the app’s value proposition and encourage greater user engagement.
The implications extend beyond Apple. The company’s experience serves as a cautionary tale for other technology companies seeking to enter the digital health market. Building trust, ensuring data privacy, and delivering tangible value to consumers are critical for success. The evolving landscape, with players like OpenAI entering the fray, underscores the need for continuous innovation and adaptation.
Apple’s decision to scale back Project Mulberry doesn’t necessarily represent a retreat from digital health, but rather a recalibration of strategy. The company remains committed to leveraging technology to improve health and wellness, but it is now pursuing a more measured and integrated approach, prioritizing incremental improvements to its existing Health app and exploring new avenues for AI-powered health assistance.
