Apple delays AI health coach, shifts features into Health app

Apple is reducing its plans for a virtual health coach, code-named Mulberry, as part of a strategic review of its wellness offerings, according to sources familiar with the matter.

The company now intends to introduce some features previously planned for the AI-powered service gradually within its Health app.

The decision follows a leadership change at Apple’s health division, with services chief Eddy Cue taking over after Jeff Williams retired last year.

Cue reportedly emphasized the need for Apple to move faster and compete more effectively, citing competitors like Oura Health, Whoop, Samsung, and OpenAI’s ChatGPT Health, which have gained traction with innovative health features.

Apple had been developing the service, internally called Health+, with plans to launch alongside iOS 26 and later iOS 27, but postponed both releases.

Some content and capabilities, such as health education videos and walking analysis, will be repurposed and launched later this year.

🔗 Source: Bloomberg

🧠 Food for thought

Implications, context, and why it matters.

Apple’s health shift follows the money

Apple reconsidered the virtual health coach after a reorganization that moved its health and fitness groups under Services chief Eddy Cue, who also runs Apple’s streaming services, iCloud, Maps, and other digital offerings 1.
The change ties health more closely to Services, where revenue rose 13% to $27.4 billion, while wearables, home and accessories, which includes Apple Watch, dropped 9% to $7.4 billion 2.
The updated structure suggests Apple wants wellness efforts, including Health app features, to bring in more revenue 1.
A new plan also responds to reports that Fitness+ has faced high churn even with a loyal core audience 3.

AI health features roll out in smaller steps

The shift lands as the AI-powered fitness market is expected to reach $46.1 billion by 2034, which raises the stakes for competition 3.
Apple plans to release some features once meant for an AI-powered virtual health coach in stages inside the Health app, rather than as one new service.
Building AI into an existing product mirrors rivals like Google, which a source report says is weaving Gemini AI into Fitbit coaching tools 3.
Features such as Workout Buddy fit Apple’s move toward proactive AI wellness coaching, which may lift expectations across the digital health industry 3, 4.