Apple shifts AI health coach plans to new focus

Apple’s AI Health Coach Dreams Fade as Company Pivots to Gradual Health App Updates

Apple has significantly scaled back its ambitious plans for an AI-powered virtual health coach, shifting gears to focus on incremental feature updates within its existing Health app, according to a new report. The decision comes amid leadership changes in Apple’s health division and growing pressure from competitors in the rapidly evolving health-tracking market.

The project, internally dubbed Mulberry and branded as Health+, was originally envisioned as a comprehensive AI-driven wellness platform. It promised to analyze user data, generate detailed health reports, and deliver personalized recommendations to help users improve their well-being. The service was slated for launch alongside iOS 26, but faced multiple delays—first pushed to spring, then to iOS 27—before ultimately being shelved.

Leadership Transition and Strategic Shift

The project’s fate changed following the retirement of longtime Apple executive Jeff Williams at the end of last year. Services chief Eddy Cue took over the health organization, bringing a new strategic vision. Cue reportedly told colleagues that Apple needs to accelerate its pace and become more competitive in the health space, pointing to rivals like Oura Health and Whoop, which offer more compelling features through their iPhone apps. He believes Apple’s existing health service plans don’t meet the necessary standards.

As part of this strategic pivot, Cue is also considering changes to Apple Fitness+, the company’s $9.99-per-month workout subscription service that competes with Peloton’s app.

What Apple Planned for Health+

Apple had invested years in developing the AI-powered service, which was designed to combine new surveys and health assessments with data from Apple Watches and external lab reports. The company even built a content studio in Oakland, California, to produce educational videos explaining medical conditions, training plans, and wellness topics.

The service would have analyzed walking patterns, sleep quality, heart rate variability, and other health metrics to provide users with actionable insights and personalized coaching recommendations.

Gradual Integration Instead of Standalone Service

Rather than launching Health+ as a standalone subscription service, Apple now plans to repurpose some of its elements and integrate them gradually into the existing Health app. The company might introduce the video content and certain capabilities, such as suggestions based on existing Health app data, as early as this year.

One feature still in development involves using an iPhone camera to analyze how a person walks—a capability that could help detect mobility issues or track gait changes over time.

Competitive Pressures 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, while OpenAI recently entered the space with ChatGPT Health, which analyzes health data, answers questions, and provides feedback.

Despite the setback with Health+, Apple continues developing other health initiatives. The company is working on an AI chatbot for health-related questions that 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.

The decision to scale back Health+ reflects Apple’s recognition that the health and wellness market is becoming increasingly competitive, with specialized players offering innovative features that Apple must match or exceed. By focusing on gradual improvements to its Health app rather than a standalone service, Apple aims to leverage its existing user base while catching up to competitors who have moved faster in certain areas.

This strategic pivot also aligns with Apple’s broader approach of refining and enhancing its core apps and services rather than launching entirely new product categories. As the health and wellness sector continues to grow, Apple’s ability to integrate AI-powered features into its Health app could prove crucial in maintaining its competitive edge.

Tags: Apple, Health+, AI health coach, Eddy Cue, Jeff Williams, Health app, Apple Fitness+, iOS 27, Oura Health, Whoop, Samsung, Strava, OpenAI, ChatGPT Health, wearable technology, digital health, wellness technology

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