Podcast Episode
Apple Kills Its AI Health Coach, Will Drip-Feed Features Instead
February 9, 2026
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Apple has abandoned its ambitious AI-powered health coaching service, codenamed Mulberry, opting to roll out individual features as incremental updates to its existing Health app. The decision came after Services chief Eddy Cue took over the health division and deemed the project insufficiently competitive against rivals like Oura and Whoop.
Apple Shelves Ambitious AI Health Coach Project
Apple has quietly wound down its most ambitious health initiative to date, an AI-powered virtual health coach internally known as Project Mulberry and referred to as Health+. Rather than launching a comprehensive new service, the company will now fold select features into its existing Health app over time.Leadership Shake-Up Drives the Decision
The pullback follows a significant executive reshuffle. Services chief Eddy Cue assumed responsibility for Apple's health and fitness teams last October after the departure of longtime Chief Operating Officer Jeff Williams. Cue has reportedly told colleagues that Apple needs to move faster and be more competitive in health, citing features from rivals Oura and Whoop as more compelling than what Mulberry was set to offer.What Mulberry Promised
Project Mulberry had been in development for years and was designed to analyse data from iPhones and Apple Watches to deliver personalised recommendations on nutrition, exercise, sleep, and chronic disease management. The service was expected to include educational video content from medical experts, food tracking capabilities, and deep integration with Apple Intelligence. It was originally targeted for iOS 26 before being pushed to iOS 27.A Crowded Competitive Landscape
Apple's retreat comes as competition in the AI health space intensifies. OpenAI launched ChatGPT Health in January 2026, allowing users to connect Apple Health data for personalised health conversations. Google is expanding Gemini-powered coaching into Fitbit, while Samsung unveiled AI brain health tools for early dementia detection at CES 2026. Even Apple's own Fitness+ service, now available in 48 countries, remains under review after being described as the company's least successful paid service.What Comes Next
While the standalone health coach is dead, some Mulberry features may still arrive through future iOS updates. One rumoured capability would use the iPhone camera to analyse a person's walking gait. Apple also plans to let its revamped Siri handle more advanced health-related queries across the Health app with iOS 27.Published February 9, 2026 at 12:16am
