Following a significant leadership transition, Apple has reduced the scope of its Project Mulberry initiative, originally aimed at launching an AI-driven health coach within its Health app. The decision comes as Eddy Cue, the new head of the health and fitness teams, expressed doubts about the project's competitiveness against emerging rivals.
Initially, the project sought to integrate insights from various health professionals, including nutritionists and cardiologists, to create educational content. A studio was established in Oakland, California, to facilitate video production, with plans to debut the initiative alongside iOS 26. However, the timeline has been delayed due to internal shifts, including the retirement of former COO Jeff Williams and the impending retirement of John Giannandrea, senior vice president of Machine Learning and AI Strategy.
As competitors like Oura Health Oy and Whoop Inc. introduce features that resonate more with users, Cue has emphasized the need for Apple to enhance its health offerings. He is also contemplating potential revisions to Apple Fitness+, which currently operates at a subscription price of $9.99 per month.