Cupertino, California — February 6, 2026, 01:23 (PST)
- According to a report, Apple is pulling back on its AI-powered health coach project, known internally as “Mulberry.”
- The company plans to introduce elements of the work within the Health app gradually, instead of launching it all at once as a new service.
- In premarket trading, Apple shares slipped roughly 0.2%.
Apple is pulling back on its ambitious virtual health coach powered by AI, opting to introduce elements of the project bit by bit within its Health app instead, Bloomberg News reported Thursday night, citing sources familiar with the situation. 1
This shift is significant since Apple has increasingly relied on services and health features to retain users within its ecosystem, particularly as hardware sales growth slows. Internally, a coach that converts Apple Watch data into daily tips was proposed as a fresh approach to boost user engagement—and possibly drive subscription sales.
This comes as tech companies rush to embed AI into consumer products, yet health remains a tricky field. Mistakes or careless advice can quickly become safety hazards, and privacy concerns spike when the data involves your body.
After Jeff Williams retired, Eddy Cue took over Apple’s health and fitness divisions. According to a report picked up by 9to5Mac, Cue has told his team that Apple “needs to move faster and be more competitive in health.” He singled out newer players like Oura and Whoop, saying they offer “more compelling and useful features.” Cue is also considering tweaks to Apple Fitness+, the company’s $9.99-a-month workout subscription that goes head-to-head with Peloton. 2
Apple hasn’t officially announced a “Health+” service, but leaks have hinted at a bundle of new features—think an AI chat-style interface and professional health videos, according to AppleInsider. The report noted that instead of unveiling one big product, Apple plans to roll out these features in smaller, incremental updates. 3
FoneArena reports the project was initially lined up with iOS 26 — Apple’s iPhone OS — before it drifted toward iOS 27 and underwent a redesign. The plan was to merge surveys, health assessments, Apple Watch data, and even external lab reports to offer personalized wellness advice. 4
According to reports, Apple has set up a studio in Oakland, California, dedicated to producing health and training videos. Some of this content might still be repurposed and rolled out later this year within the current Health app.
According to reports, a feature still in development would leverage the iPhone camera to analyze gait—tracking how a person walks—and detect any shifts that could indicate an issue.
Apple is also developing an AI chatbot linked to an internal system named World Knowledge Answers. According to reports, iOS 27 will bring a more conversational Siri that can answer a wider range of health-related questions across its devices.
Apple shares slipped roughly 0.2% in premarket trading, settling at $275.91.
Still, the plans are far from set in stone. Apple hasn’t officially announced a Health+ subscription or the Mulberry project yet, and as it navigates a space bordering on medical advice, both the timing and scope could change once more while it figures out what’s safe to release.
Latestly, referencing Bloomberg, reported that Apple is shifting away from launching a standalone coaching product. Instead, the company plans to integrate these features directly into the Health app through a more gradual rollout. 5
