What happened
Mark Gurman reports Apple has canceled its AI virtual health coach, with services chief Eddy Cue urging faster progress on health initiatives. The claim directly contradicts reporting from the past week describing active development on "Project Mulberry," an AI coaching feature planned for iOS 19.4 in spring or summer 2026.
The proposed feature would have integrated personalized health advice, exercise form analysis via iPhone camera, nutrition tracking, and doctor-created video content into a revamped Health app, potentially branded "Health+" or "Apple Coach."
Why the confusion matters
The conflicting reports point to either:
- A genuine last-minute cancellation
- A strategic pivot rather than full abandonment
- Internal miscommunication during leadership transitions
Jeff Williams, who led Apple's health division, retired in October 2025. Sumbul Desai now reports to Eddy Cue, who has publicly expressed frustration with the pace of health product development. That pressure, combined with leadership reshuffles, could explain either scenario.
The business context
Apple's existing Fitness+ subscription ($9.99/month, launched 2020) has struggled with stagnant growth and high churn despite low production costs. The AI health coach was reportedly designed to bundle with Fitness+ workouts, creating a more compelling subscription offering within Apple's broader services strategy.
Tim Cook has repeatedly positioned health as Apple's long-term legacy play. The company sits on massive health data from Apple Watch and iPhone users, the foundation any AI coaching system would need. Canceling that investment seems counterintuitive unless the business model or technical approach hit insurmountable problems.
What to watch
Apple hasn't commented. The spring iOS 19.4 release will clarify whether this is a cancellation, delay, or repackaging. Either way, the mixed signals reveal internal tension over how aggressively to push AI-driven health services while subscription fatigue grows and competitors like Oura and Whoop gain ground in the wellness space.
The health AI market continues growing at roughly 40% annually. If Apple pulled out, someone else will fill that space.