Project Mulberry Overview
First reported by Bloomberg in 2025, Project Mulberry was envisioned as an AI‑powered health coach embedded in a revamped Apple Health app. The system would be trained on data supplied by Apple‑hired physicians and would feature educational video content created with input from sleep experts, nutritionists, physical therapists, mental‑health professionals, and cardiologists.
Apple planned to film the videos at a new production facility in Oakland, California, and to recruit a “major doctor personality” as the on‑screen host. Internally, the service was nicknamed “Health+.”
Organizational Changes Impacting the Project
Since the initial announcement, Apple’s health and AI divisions have undergone significant restructuring:
- Long‑time COO Jeff Williams retired, shifting health‑and‑fitness oversight to services chief Eddy Cue.
- Senior VP of Machine Learning and AI Strategy John Giannandrea announced his retirement for spring 2026, with his team being merged into the broader software engineering organization led by Craig Federighi.
These leadership moves have caused multiple timeline shifts, pushing the originally slated iOS 26 launch further out.
Competitive Landscape and Internal Concerns
Eddy Cue has expressed doubt that Apple’s current health‑service roadmap can outpace rivals. Bloomberg cites internal sources saying Cue believes Apple must accelerate development to match competitors such as Oura Health Oy and Whoop Inc., which already deliver compelling health features directly through iPhone apps.
Cue is also reevaluating Apple Fitness+, the $9.99‑per‑month workout subscription that competes with Peloton’s platform.
Current AI Initiatives Within the Health App
Even as Project Mulberry’s original vision stalls, Apple continues to roll out AI‑driven features incrementally:
- An AI chatbot that answers user health queries, built on Apple’s internal “World Knowledge Answers” system—a technology positioned against Google’s Gemini and Perplexity.
- Planned integration of the iPhone’s camera to analyze a user’s gait, providing insights into mobility and potential health concerns.
What to Expect in iOS 27 and Beyond
Apple’s roadmap for iOS 27 includes a revamped Siri capable of handling more advanced health‑related queries across the Health app and the broader operating system. This suggests a gradual convergence of Apple’s AI chatbot and voice assistant capabilities.
Key Takeaways
- Project Mulberry’s original AI health coach concept has been delayed and re‑scoped due to leadership turnover.
- Apple is focusing on modular AI features—chatbot, camera‑based gait analysis, and enhanced Siri—rather than a single, monolithic service.
- Competitive pressure from Oura, Whoop, and other health‑tech firms is driving internal urgency to deliver differentiated health experiences.
- Future iOS releases, particularly iOS 27, will likely showcase Apple’s integrated AI health strategy through Siri and incremental app updates.