According to a Bloomberg report, Apple is reducing its ambitions for its Project Mulberry initiative. This project aimed to create an AI-powered health coach within the revamped Health app. The decision follows a leadership reshuffle within Apple's health division. Some planned features may still be introduced individually over time, but the comprehensive coach is now less likely.

Project Mulberry was designed to provide users with personalized health guidance. The original plan involved content created by medical experts. However, internal changes, including the retirement of Jeff Williams and the shifting of AI strategy to Craig Federighi, have altered the project's direction. Eddy Cue reportedly felt the initial plans weren't competitive enough compared to rivals.

Apple is now evaluating how to integrate some planned features into the Health app. One example is the analysis of a person's gait using the iPhone's camera. Furthermore, Apple is working on an AI chatbot that will answer health-related questions. With iOS 27, Siri will support advanced health queries within the Health app.

This shift reflects Apple's challenges in the health tech market. Competitors like Oura and Whoop offer compelling features, particularly through their apps. Apple is also considering changes to Apple Fitness+. The company is aiming to be more competitive in the health sector, with a focus on integrating new features.