Apple reportedly retreats from its standalone AI health coach plans (Project Mulberry) after leadership changes. Learn what this means for your iPhone and Apple Watch.
Apple Scales Back AI Health Coach: Why the Future of 'Project Mulberry' Is
Changing
For anyone who treats their Apple Watch like a digital
life-support system, the promise of a "virtual health coach" has been
the holy grail of tech rumours for years. Imagine an AI that doesn't just tell
you that you’ve slept poorly, but explains why and suggests a specific, medically-backed
routine to fix it. This was the vision for Project Mulberry (also known as Health+ or Quartz).
However, as of February 2026, that vision has hit a significant
corporate speed bump. According to new reports from Bloomberg’s Mark Gurman and other industry insiders,
Apple is significantly pulling back on its plans for a standalone AI health
coach. Following major leadership changes at the top of Apple's health and
services divisions, the project has been "wound down" in its original
form.
But before you bin your Series 10, this isn't
necessarily bad news. Let's look at why Apple is changing lanes and what it
means for the gadgets on our wrists.
The Leadership Shake-Up: Eddy Cue’s New Vision
The biggest catalyst for this shift is a change in the
cockpit. Jeff Williams,
Apple’s long-time Chief Operating Officer and the man largely credited with
turning the Apple Watch into a health powerhouse, retired at the end of 2025.
The health and fitness teams have now been folded under Eddy Cue, Apple’s Senior Vice
President of Services. Cue is a man known for his competitive streak and his
focus on "shipping" products that win. Reports suggest that after
reviewing Project Mulberry, Cue wasn't convinced.
·
The Reality Check: Cue reportedly told colleagues that
Apple needs to "move faster and be more competitive."
·
The Rivals: While Apple was building a massive,
slow-moving "coach," rivals like Oura and Whoop were already delivering highly personalised,
snappy AI insights through their iPhone apps.
·
The Verdict: Instead of a separate, possibly paid
subscription service (Health+), Cue wants these features integrated directly
into the core Health app to make it a more formidable competitor immediately.
What’s Being Cut (and What’s Staying)
"Scaling back" doesn't mean
"cancelling." Apple has already invested billions into this
technology—including a dedicated content studio in Oakland, California. Here is how the project is
being repurposed:
1. No "Health+" Subscription (For Now)
The plan to launch a $9.99/month standalone
"Coach" has been shelved. Apple realized that charging users extra
for AI insights might alienate them, especially when Google and Samsung are
beginning to offer similar features for free.
2. The "Trickle-Down" Feature Rollout
Instead of one big "Health Coach" launch,
you’ll see the features arrive as individual updates in iOS 26.4 and iOS 27. This includes:
·
Gait Analysis: Using the iPhone's camera to analyze
how you walk and detect early signs of mobility issues.
·
Educational Video Content: Those videos recorded in
the Oakland studio will now be used as "reactive" content. If your
Watch detects a heart rate anomaly, the app might show you an expert-led video
explaining what it means.
3. Siri is the New Coach
The most significant shift is that "The
Coach" is essentially becoming Siri. With the revamped Apple Intelligence coming in iOS 27, Siri will handle
advanced health queries. Instead of a separate app interface, you’ll just ask, "Siri, why did my recovery
score drop this week?" and the AI will pull data from your Watch to
give you the answer.
Regulatory Hurdles: The FDA Shadow
Beyond leadership changes, there is the "FDA
factor." Apple’s legal team reportedly flagged that a "Coach"
giving specific medical advice could cross the line into becoming a Regulated Medical Device.
The FDA (Food and Drug Administration) has strict rules
about AI making clinical suggestions. By scaling back the "coaching"
aspect and focusing on "data interpretation," Apple avoids years of
regulatory red tape and potential lawsuits if the AI gives the wrong advice.
Conclusion: A More Practical Future
While it might feel like a retreat, Apple’s decision to
pull back on a standalone AI Health Coach is actually a sign of maturity. By
folding these features into the existing Health app and Siri, Apple is making
high-end health tech more accessible (and free) for the average user.
We might not get a "digital doctor" in a
fancy new app this year, but we are getting a smarter, more integrated Health
ecosystem that focuses on accuracy over hype. And in the world of medical tech,
"accurate and slow" usually beats "fast and buggy."
Frequently Asked Questions (FAQs)
Q1: Is
Project Mulberry cancelled? Not entirely. The standalone service has been
wound down, but the technology (AI insights, video content, and gait analysis)
is being integrated into the existing Health app as free updates.
Q2: Will I
have to pay for the new AI health features? Current reports suggest that
since the "Health+" subscription model has been pulled back, most of
these AI-driven features will be part of the standard iOS 26 and iOS 27
updates.
Q3: Who is
in charge of Apple Health now? Following the retirement of Jeff Williams, Eddy Cue (SVP of Services) now
oversees the health and fitness teams, with Dr. Sumbul Desai continuing as the VP of Health,
reporting to Cue.
Q4: When
will we see these AI health features on our iPhones? Some features, like
the educational videos and enhanced suggestions, could arrive as early as Spring 2026 with iOS 26.4. The
more advanced Siri-integrated features are slated for September 2026 with iOS 27.
Q5: Why
did Apple decide to scale back? The primary reasons were a change in
leadership (Eddy Cue wanting more speed), intense competition from brands like
Oura and Whoop, and concerns over FDA medical device regulations.
Keywords: Apple AI health coach, Project Mulberry status, Eddy Cue
Apple Health, Apple Health+ cancelled, AI wellness trends 2026
Hashtags: #AppleHealth #AIHealthCoach #ProjectMulberry #AppleNews2026
#TechTrends.
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