Plans for a stand-alone AI-powered health coach service that many anticipated will launch in the upcoming year have apparently been trimmed by Apple. The ambitious endeavor, which went by the unofficial project name Mulberry, sought to provide enhanced health advice by utilizing information from surveys, lab findings, the Apple Watch, iPhone, and other sources.
Apple now seems to be reconsidering how to offer these capabilities, with a number of planned features being progressively introduced into its current Health app ecosystem, rather than presenting this as a fully distinct service.
What Led to The Pullback?
Here are the key reasons behind Apple’s decision:
1. Modifying Leadership and Strategy
Priorities were altered by Apple’s internal leadership transition, including the exit of longtime health division CEO Jeff Williams and the appointment of services chief Eddy Cue as new supervisor. According to reports, Cue believed the initial strategy was insufficiently competitive when compared to competing apps that provided comparable capabilities.
2. Difficulties with Technology and Dependability
It was challenging to provide trustworthy AI insights, particularly for health data. When recommendations have the potential to affect the well-being of users, it is imperative to ensure accuracy and steer clear of any misadvice.
3. Risk and Regulatory Issues
Any tool that appears to “advise” on medical issues runs the risk of inciting medical device laws in markets such as the United States (such as FDA monitoring), which would complicate and prolong compliance.
4. Growing Competition
Newer AI health platforms — including OpenAI’s health initiatives and specialized wearable health apps — have rapidly evolved, making the competitive landscape tougher and forcing Apple to rethink its approach.
What Apple May Still Deliver
Some functions are anticipated to be added to the Health app, despite the complete standalone health coach being scaled back. These include:
- improved health recommendations based on data from the iPhone and Apple Watch.
- Chat-style answers to health queries and insights aided by AI.
- Tools for analyzing movement or gait using the iPhone camera.
With this gradual rollout, Apple might be able to provide value without taking on the risks of a full-service launch.
Experience With Health AI Tools
I was thrilled about the concept of an AI-powered health coach because I rely on technology to keep me motivated to achieve my health goals. In contrast to basic step counters, the largest promise—personalized, actionable insights—sounded revolutionary.
Here are my observations based on my use of current wearables and health apps:
- Contextualizing data (such as why your sleep patterns are important) is crucial; data alone is insufficient.
- AI reactions differ greatly; some are helpful, while others are too cautious or generic.
- Particularly when it comes to personal health information, privacy and dependability are more important than hype.
In light of this, Apple may have been right to take a strategic halt to improve AI health recommendations rather than rushing something that performs poorly or misleads.
Frequently Asked Questions
Was the AI health coach from Apple formally revealed?
The entire service was never formally revealed by Apple, but according to several accounts, the project was in development for years before being trimmed back.
Will any features still be released?
It is anticipated that certain planned AI features would be released independently in Health app upgrades.
Why did Apple decide against launching it in the first place?
The decision was probably impacted by issues with precision, rules, competitive pressure, and leadership guidance.
Will owners of Apple Watch be impacted by this?
Not directly, however, as time goes on, additional AI-driven recommendations might be incorporated into Apple Watch health insights.
Final Thoughts
Apple is moving toward a more cautious, integrated approach, not the end of AI in its health ecosystem, as seen by its withdrawal from a stand-alone AI health coach. The business is probably attempting to strike a balance between competitiveness, dependability, and regulatory requirements with creative health solutions.
This development demonstrates how even tech executives need to modify their strategies in a rapidly evolving AI environment, and how user safety and trust are still crucial.
