Apple is rethinking its plans for an AI-powered health coach, opting to release features individually rather than as a single package. The project, internally known as Mulberry or Health+, faces changes amid leadership shifts and competitive pressures. Individual tools, including videos and data recommendations, may still launch soon.
Apple has scaled back its ambitious AI health coach initiative, according to a Bloomberg report by Mark Gurman citing anonymous sources familiar with the company's plans. First reported last year, the project—dubbed Mulberry internally and unofficially as Health+—aimed to create a virtual assistant that could replicate aspects of a doctor's guidance. It was envisioned to track users' food intake, correct workout forms using the iPhone's camera, and recommend lifestyle changes based on health data from Apple devices.
The company had even built a studio to produce videos explaining medical conditions and providing training guides, along with a revamped health services app featuring virtual and video wellness instructions integrated with existing tools like the Apple Watch and AirPods. However, recent organizational changes have led to a rethink. Services chief Eddy Cue now oversees the health division, pushing for faster development to compete with rivals such as Oura, Peloton, Google, and OpenAI, which recently launched ChatGPT Health.
Cue reportedly believes the original plans were not competitive enough. Instead of a comprehensive rollout, Apple will introduce individual features over time, similar to past additions like sleep apnea and hearing tests. Some content, including the produced videos and AI-driven recommendations, could become available in the Health app early this year. The company is also developing an interim AI health chatbot for wellness questions, with plans to integrate such functions into an upcoming Siri upgrade in the future.
Apple did not immediately respond to requests for comment on the changes.
