The technology giant Apple is dramatically curtailing its ambitions for a comprehensive, AI-powered virtual health coach, a project internally known by the codename "Mulberry," as new leadership pushes for a faster and more competitive strategy in the burgeoning digital wellness market. The decision marks a significant pivot from the company's long-term plan to introduce a flagship, subscription-based service, referred to by some insiders as "Health+," which was designed to consolidate and act upon a user’s vast trove of health data from the Apple Watch and iPhone[1][2][3]. Instead of a unified coaching platform, the company now plans to release many of the intended features incrementally as individual enhancements to the existing Health app over time[4]. This shift in strategy reflects a renewed pressure to deliver tangible, market-ready AI features rapidly, an urgency fueled by the aggressive pace of innovation from rivals in the artificial intelligence sector[4][5].

The abrupt change in direction comes on the heels of major organizational restructuring within Apple's health division, following the retirement of long-time executive Jeff Williams and the subsequent transfer of oversight for health and fitness initiatives to services chief Eddy Cue[1][2][6][7]. Sources indicate that Mr. Cue, who is now tasked with steering this critical services component, expressed concerns that the initial vision for the AI coach was not compelling enough to effectively compete against established niche players in the wearable and fitness space, such as Oura and Whoop, which have gained traction by offering highly specialized and persuasive features, often integrated via iPhone apps[1][2][7][3]. The perception that the integrated service was lagging behind in utility and competitiveness appears to be a key driver for the decision to dismantle the ambitious standalone project in favor of a fragmented, faster-to-market approach[2][3]. The project had already faced multiple timeline shifts, initially targeting a launch coinciding with iOS 26, only to be pushed back[1][6][7].

The original scope of Project Mulberry was expansive, aiming to create a truly proactive AI health agent that would generate in-depth health reports and provide personalized, AI-driven recommendations based on a holistic analysis of data streams, including Apple Watch metrics, user-submitted surveys, and even external lab reports[1][2][8]. The underlying AI was reportedly being trained using data and insights from Apple-employed physicians, with plans to incorporate video content from specialists in fields like sleep, nutrition, and mental health to offer educational guidance[6][7][8]. To this end, Apple had established a content studio in Oakland, California, for the production of these health-focused videos, a resource that will now be repurposed to deliver content as individual components within the core Health app, potentially as early as this year[1][6][7][3]. By releasing features individually, the company may also be strategically attempting to circumvent the lengthy and complex regulatory processes, such as seeking Food and Drug Administration (FDA) clearance, that a comprehensive, "doctor-replicating" AI service would almost certainly require[2][9].

While the all-in-one AI health coach has been shelved, many of its core technological initiatives are reportedly still moving forward and are expected to materialize as distinct features[4][1]. Among the capabilities still in development are an AI chatbot designed to answer health-related questions, which is said to leverage Apple's internal "World Knowledge Answers" system to compete with generative AI search tools like Google's Gemini and Perplexity[4][5][6]. Furthermore, the company is still working on advanced diagnostic tools, including a feature that uses the iPhone camera to analyze a user's gait and walking style for potential health insights[4][1]. In the longer term, Apple is focusing on a deeper integration of a next-generation Siri chatbot, expected to arrive with a future iOS update, to support more complex health-related queries across its operating system[5][6]. This granular approach allows Apple to capitalize on its significant advantages in proprietary hardware data and on-device processing while avoiding the perception of being a direct medical provider, a distinction that carries immense regulatory and legal liability.

The strategic shift at Apple underscores the broader, industry-wide challenge of transforming sophisticated AI and vast amounts of biometric data into a marketable, indispensable consumer service[1][10]. As competitors like Google, Samsung, and specialized ring and wrist-worn device companies accelerate their own AI-driven health offerings, Apple’s decision to prioritize faster, incremental releases over a single, massive subscription launch highlights a tactical move toward immediate utility and market relevance[1][10][3]. For the AI industry, this serves as a potent case study on the complexities of commercializing ambitious, highly regulated generative AI models in a sector where accuracy, trust, and speed to market are paramount. The company's renewed focus aims to leverage the extensive data ecosystem of the Apple Watch and Health app to provide incremental, valuable insights, positioning itself to catch up to the cutting-edge of consumer AI by delivering features that are both useful and less burdened by the operational weight of a monolithic, concierge-style service[10]. This tactical retreat from the full-scale "Mulberry" project may ultimately be a pragmatic recalibration, sacrificing long-term grand vision for short-term competitive agility[11].