Apple Scales Back ‘Project Mulberry’ AI Health Coach Plans

Apple has reportedly wound down Project Mulberry, its initiative to integrate an AI-powered virtual health coach into the Health app. First reported in April 2025, the project was aimed at enhancing Apple’s health ecosystem, but recent developments suggest the company has scaled back its ambitions amid rising competition in the digital wellness space.

According to a Bloomberg report citing people familiar with the matter, Apple has reduced work on the AI health coach over the past few weeks. The decision comes as the company reassesses its strategy in the rapidly growing wellness services market. A recent leadership change also played a role, with Apple’s services head Eddy Cue taking over the health division from Jeff Williams.

Cue reportedly highlighted strong competition from technology firms such as Oura, Whoop, and OpenAI, which are offering more advanced and useful health features through iPhone apps. OpenAI recently introduced ChatGPT Health, capable of analysing health metrics and providing personalised feedback, further intensifying pressure on Apple. While the core project has been scaled down, Apple may still release some AI-based Health app features individually in the future.

Despite stepping back from the AI health coach, Apple CEO Tim Cook has signalled continued commitment to artificial intelligence. He has reportedly teased the launch of new AI-powered products and services, expressing excitement about upcoming innovations. However, Apple has not yet disclosed details, even as Cook acknowledged that leadership succession and long-term planning remain on his mind.