Apple Scales Back Plans for AI-Powered ‘Mulberry’ Health Coach in Wellness Strategy Shift: Report
Apple is reportedly winding down the development of its ambitious AI-powered virtual health coach, code-named Mulberry. Instead of a standalone service, the company now plans to integrate specific features into the existing Health app over time. The shift marks a strategic pivot in Apple's approach to the digital wellness market.
Cupertino, February 6: Apple Inc. is scaling back its plans to launch a dedicated virtual health coach, a project internally known as "Mulberry," as it re-evaluates its broader wellness service strategy. According to a Bloomberg report, the technology giant has decided to pivot away from a singular AI-driven coaching platform in favour of a more gradual integration of its features.
The initiative was originally intended to use artificial intelligence to provide users with personalised wellness advice and coaching based on data collected from the Apple Watch. However, sources familiar with the matter indicate that the company has significantly reduced the scope of the project in recent weeks. Apple Valentine’s Day Sale 2026: Tech Giant Offers Major Discounts on iPhone 17 Series, MacBook Air M4 and New AirPods Pro 3; Check Details.
Strategic Pivot to Incremental Health Updates
Rather than releasing Mulberry as a comprehensive standalone product, Apple now intends to roll out its individual components piece by piece. These features are expected to be integrated directly into the existing Health app on iOS devices over a more extended timeline.
This decision reflects a change in how the company approaches the competitive market for digital health services. By embedding these AI capabilities into current software, Apple may be looking to bolster the utility of its existing ecosystem without the risks associated with launching an entirely new subscription-based coaching tier.
Internal Changes and Project ‘Mulberry’
Project Mulberry was seen as a key step in Apple’s goal to turn its devices into proactive health monitors. The AI coach was designed to motivate users to exercise, improve their sleep habits, and manage their eating routines. While the standalone coach is being wound down, the underlying technology will likely remain a core part of Apple's research.
Industry analysts suggest that the complexity of providing reliable, AI-generated health advice may have contributed to the shift. Ensuring accuracy and maintaining high privacy standards—two pillars of Apple’s corporate identity—presents significant challenges when dealing with automated medical and wellness coaching.
Context of Apple’s Health Ambitions
The health sector has become increasingly vital for Apple, specifically through the growth of the Apple Watch and its various biosensors. The company has recently expanded its offerings to include features like sleep apnoea detection, hearing health, and vitals tracking. Apple iPhone 17 Sales: Tech Giant Records Best Quarter Ever in China as Redesign Triggers Massive ‘Super Upgrade Cycle’.
Despite the move to scale back Mulberry, Apple remains committed to health as a primary vertical. The gradual release of these planned features suggests that while the format of the delivery has changed, the company’s investment in machine learning for personal wellness continues to be a priority for future software updates.
(The above story first appeared on LatestLY on Feb 06, 2026 07:37 AM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).