Apple announced on February 5 that it is winding down its planned AI‑based health coach, code‑named Mulberry, and will instead roll selected features into the existing Health app. The announcement was reported by Bloomberg; Apple had not issued an official statement at the time.
The decision follows a leadership shift in Apple’s health division, with Services chief Eddy Cue taking over after Jeff Williams’ retirement. Cue has emphasized the need for faster innovation and more compelling experiences, citing competitors such as Oura and Whoop as benchmarks.
Mulberry had been positioned as a subscription‑based service under the “Health+” brand, intended to generate new revenue and deepen ecosystem lock‑in. The new plan will repurpose the content studio in Oakland that was built to produce health education videos, and will keep features such as educational videos and gait analysis using the iPhone camera in the Health app.
By rolling features into the Health app, Apple avoids the risk of launching a standalone subscription that could fragment its user base. The move also aligns with Apple’s broader AI strategy, which prioritizes on‑device processing and privacy, and allows the company to leverage its existing hardware ecosystem to deliver health insights without a separate paywall.
Analysts note that the shift may limit short‑term subscription revenue but could strengthen long‑term engagement and hardware sales. The integration is expected to enhance the Health app’s value proposition, potentially boosting adoption of the Apple Watch and related services.
The announcement signals a recalibration of Apple’s health strategy, focusing on incremental feature rollouts rather than a large‑scale launch. The company’s leadership remains committed to expanding its health ecosystem, but the approach now prioritizes speed, competitiveness, and user experience.
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