Apple’s health ambitions are losing momentum.
What’s happening: The tech giant is said to be scrapping plans for an AI health coach, per Bloomberg.
Misfire. Codenamed “Project Mulberry,” the effort aimed to unify Apple Watch and Health app data to deliver personalized guidance, spanning preventative insights, food tracking, and doctor-led content.
After product delays and a health division shakeup, leadership concluded the project failed to keep pace with AI coaches from rivals like Oura, WHOOP, and Ultrahuman.
Past due. Despite declaring health as its legacy, Apple has fallen behind the innovation curve. While it shipped FDA-approved hypertension detection and hearing aid features, progress on glucose tracking stalled, and the future of Fitness+ remains uncertain.
Warp speed. From wearables and diagnostics to AI and infrastructure, the Personal Health OS is accelerating. As regulators loosen the reins, DIY Healthcare is shifting the status quo from sickcare to prevention.
Punchline: Health isn’t a feature — it’s an operating system. A make-or-break moment, Apple must decide whether it remains another data input or builds the full-stack OS.
