Apple has reportedly junked an AI-powered feature and the reason is likely Google
Apple has reportedly shut down “Project Mulberry,” an effort to develop an AI-powered virtual health coach even as the company radically rethinks its wellness strategy. The decision is said to be driven by Services Chief Eddy Cue, marking a step back from a standalone ‘Health+’ subscription model. According to a report by Bloomberg’s Mark Gurman, the move follows a major leadership transition within Apple’s health division after longtime executive Jeff Williams retired last year.Citing internal sources, Gurman says that Apple wound down the Mulberry initiative in recent weeks. The project was originally intended to debut with iOS 26 as an AI-driven service that would analyse Apple Watch data and lab reports to offer personalised well-being recommendations.Since taking the reins of the health division, Eddy Cue has reportedly expressed dissatisfaction with Apple’s pace of innovation. Cue has told colleagues that newer competitors like Oura and Whoop are delivering more compelling software experiences than the Apple Health app.
Apple’s change in AI features strategy
The report pointed out that instead of a standalone coach, Apple now plans to offer a fragmented release of AI features, wherein individual AI health tools will be rolled out incrementally within the existing Health app for iPhones. Wellness videos produced at Apple’s Oakland, California, studio will be integrated into the standard app experience.Apple is also facing tougher competition in the health-tracking market from Samsung and fitness platforms like Strava. Meanwhile, OpenAI also moved into the space with the launch of ChatGPT Health to analyse health data, answer questions and provide feedback.
Apple-Google partnership
A few weeks ago, Apple announced that it is partnering with Google to use its Gemini AI models to power AI features on its devices like the iPhone. “Apple and Google have entered into a multi-year collaboration under which the next generation of Apple Foundation Models will be based on Google’s Gemini models and cloud technology. These models will help power future Apple Intelligence features, including a more personalized Siri coming this year,” the companies said in a joint statement.There is a possibility that Apple may use Google’s technology to supercharge the iPhone maker’s health coach. Samsung’s health features on watch and the Samsung Health app are powered by use a mix of Samsung’s in-house AI models (Samsung Gauss) and Google’s Gemini.
