US EditionApple's AI Health Coach Project May Need a Wellness Check
- Recently, Bloomberg reported Apple has scaled back Project Mulberry, planning to introduce features individually in the Health app and repurpose an Oakland, California studio this year.
- Executives flagged competition from Oura Health Oy and Whoop Inc., prompting Eddy Cue, Apple services chief, to tell colleagues the health service wasn’t compelling and urged faster action.
- Apple trained the AI on data from Apple‑hired physicians and planned educational videos with sleep experts, nutritionists, physical therapists, mental‑health experts, cardiologists, and a `major doctor personality` host.
- Apple is considering changes to Apple Fitness+, a $9.99-per-month service, while also developing an AI chatbot; with iOS 27, Siri will support advanced health queries using World Knowledge Answers.
- Last year, Bloomberg reported Apple was exploring Project Mulberry as an AI health coach amid leadership shifts, including Jeff Williams's retirement, Eddy Cue's new oversight, and John Giannandrea's planned 2026 exit.
33 Articles
33 Articles
Apple Slams Brakes on AI Health Coach Project
Apple Inc. is pulling back on development of a planned artificial intelligence-powered health coaching service, according to a new report from Bloomberg, signaling a more cautious approach to AI in sensitive areas like personal wellness. Apple analyst Mark Gurman reported that the company has delayed work on a feature that was expected to significantly expand its health ecosystem. The initiative, known internally as a virtual health coach, was d…
Apple reportedly axed its planned AI health coach
Apple is no longer launching an AI service that can “replicate” a doctor and act as a personal health coach, according to Bloomberg’s Mark Gurman. The company has reportedly scaled back the unannounced initiative in recent weeks, following a recent organization reshuffling wherein services chief Eddy Cue took over the health division. While Apple has never officially announced the AI health coach, it was reported last year that the company was w…
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