Apple is reportedly pulling back from plans to add an AI-powered virtual health coach to its Health app. As competition heats up in the digital wellness space, the company has reduced the pace of the initiative. The project, internally known as Project Mulberry, first surfaced in reports in April 2025. New signals suggest the Cupertino-based tech giant is now moving toward a phased wind-down.
The shift comes as rivals such as Oura, Whoop, and OpenAI accelerate health-focused features, many delivered through advanced iPhone apps. At the same time, Apple continues to explore other AI-driven products and services across its broader ecosystem.
Project Mulberry Put on Pause
According to Bloomberg, citing people familiar with the matter, Apple has scaled down Project Mulberry over the past few weeks. The initiative aimed to enhance the Health app with an AI-based virtual health coach. However, as Apple reassesses its strategy in a fast-growing and highly competitive wellness services market, development has slowed.
Despite the pullback, Apple may still roll out some AI-driven Health app features individually at a later date.
Leadership Changes and Rising Competition
The decision follows a recent leadership transition within Apple’s health division. Eddy Cue has taken over responsibility for the unit from Jeff Williams. Reports say Cue pointed to mounting pressure from newer tech players, noting that companies like Oura Health and Whoop now offer more useful and compelling health features through their apps.
Meanwhile, Sam Altman-led OpenAI recently launched ChatGPT Health, which can analyse health metrics, answer user questions, and provide personalised feedback. This move further intensifies competition at the intersection of AI and health.
Apple’s Shifting Priorities
As recently as June 2025, Bloomberg journalist Mark Gurman wrote in his Power On newsletter that Project Mulberry ranked among Apple’s top priorities. However, leadership changes and growing competition appear to have shifted the company’s focus.
Even as the AI health coach project slows, Apple CEO Tim Cook has hinted at new AI-powered product categories and services ahead. In a recent internal meeting, Cook reportedly told employees the company is “extremely excited” about upcoming AI-driven offerings, though Apple has yet to share names or details.
Looking Ahead
Amid ongoing discussion about Apple’s long-term leadership, Cook also spoke about succession planning, saying he often thinks about who will occupy his office 15 years from now. On retirement, he reportedly noted that stepping aside at a certain age is a natural part of life and leadership.
Overall, Apple’s decision to slow Project Mulberry points to a broader strategic recalibration—balancing intensifying competition in digital health with ambitions to deliver new AI-powered experiences across its product portfolio.
