Apple's AI Health Coach Project 'Mulberry' Put on Hold

Apple's Major Health Project Suspended

It has been revealed that tech giant Apple has shelved its secret project 'Mulberry,' which aimed to develop an AI-based personal health coach. According to a Bloomberg report citing reliable sources, the company is abandoning this ambitious initiative and will instead integrate the technologies and features developed under the project piece by piece into the existing Apple Health app. This decision signals a significant shift in Apple's strategy within the health technology sector.

Reasons Behind the Project and New Leadership

The decision is reportedly due to a new leadership structure in Apple's health unit under senior vice president of services and software, Eddy Cue, and a reassessment of strategic priorities. The Mulberry project was designed as a chat-based AI assistant to help users set fitness goals, receive nutritional advice, and create personalized exercise plans. The project was part of Apple's goal to make a deeper impact in the health and wellness market.

However, factors such as development challenges, potential regulatory hurdles, and the need to focus on the existing Health app ecosystem led the company to abandon launching the project as a standalone product. Instead, the AI models and analytical tools developed for Mulberry will be used to enhance the Health app, enabling users to better interpret their health data and receive actionable recommendations.

Apple's Health Strategy and User-Centric Approach

Apple has always aimed to offer an integrated ecosystem in the health domain, prioritizing user privacy and data security. This decision also aligns with this consistent strategy of enhancing the existing, trusted Health app platform rather than fragmenting the user experience. The integration approach allows Apple to leverage its advanced AI research in a controlled, privacy-focused environment that users are already familiar with. This move reflects a pragmatic shift from creating new, standalone wellness products to deepening the functionality of its core health software platform, which already has a massive installed base across iPhone, iPad, and Apple Watch devices.

Industry analysts note that while the shelving of Mulberry as a distinct app may disappoint some, the strategy of embedding AI features directly into Health could lead to a more seamless and powerful user experience. It avoids app fatigue and centralizes health management, which is consistent with Apple's philosophy of integrated, device-spanning services. The focus now will be on how effectively these AI-driven coaching features are woven into the Health app's interface and data analysis capabilities in future software updates.