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.
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.
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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