Apple shelves plans for AI-powered health coach service

Apple has reportedly scrapped plans to launch an artificial intelligence service designed to act as a personal health coach, according to people familiar with the matter. The unannounced project, intended to offer doctor-like guidance via AI, has been scaled back in recent weeks following internal changes at the company.

The decision marks a notable shift in Apple’s approach to digital health, an area it has invested in steadily through products such as the Apple Watch and the Health app. While the company has not publicly commented on the reported change, the move suggests Apple is reassessing how best to deliver AI-driven health features to its users.

Internal changes reshape Apple’s health strategy

According to Bloomberg journalist Mark Gurman, Apple had been developing an AI-based service capable of “replicating” aspects of a doctor’s role and acting as a personal health coach. The initiative was never officially announced, but it had been discussed internally and informally referred to as Health+.

The project is said to have lost momentum after a recent organisational reshuffle within Apple. As part of that change, services chief Eddy Cue assumed responsibility for the company’s health division. Sources cited by Bloomberg suggest that Cue pushed for a faster pace and a more competitive approach in health-related services, prompting a reassessment of projects already under development.

The reported AI health coach was ambitious in scope. It was expected to analyse user data collected through Apple devices and provide personalised recommendations on diet, exercise and lifestyle. One of its proposed features involved using an iPhone’s camera to help users track what they eat and identify errors in workout form, offering real-time guidance.

Apple had also reportedly invested in producing supporting video content for the service. This included explainers on medical conditions and training guides to help users understand and improve their health routines. Despite this progress, the overall package was viewed internally as struggling to stand out in an increasingly crowded market.

Competition and concerns over pace and relevance

The broader health and wellness technology sector has become highly competitive, with several established players offering advanced features through mobile apps. Companies such as Oura, known for its smart rings and detailed health insights, already provide comprehensive data analysis and personalised recommendations on iOS.

Bloomberg reported that Cue was unconvinced Apple’s planned AI health coach could compete effectively with these offerings in its existing form. The concern was not only about functionality, but also about speed. Rivals are frequently updating their services, while Apple’s more cautious development cycle can slow the release of complex features.

Apple has traditionally positioned itself as a trusted steward of user data, particularly health information. This focus on privacy and accuracy may also have contributed to a more conservative rollout strategy for AI-driven health tools. Ensuring medical reliability and avoiding misleading advice are significant challenges for any company operating in this space.

As a result, rather than launching a single, all-encompassing AI health coach, Apple is breaking the project into smaller parts. This approach allows the company to introduce features gradually, test user response and refine the technology without the pressure of delivering a fully fledged service at once.

Health app updates and future AI ambitions

Instead of releasing Health+ as a standalone offering, Apple is now expected to integrate the individual features developed for the project directly into its existing Health app. According to the report, some of these additions could arrive as early as this year, although no specific dates have been confirmed.

The pre-recorded videos created for the shelved service may still be used, appearing within the Health app to explain medical conditions or guide users through workouts. Apple is also said to be working on functionality that can analyse user health data and provide personalised recommendations, albeit in a more limited and controlled form.

In parallel, the company is reportedly developing an AI-powered health chatbot designed to answer general wellness questions. This tool would offer users basic guidance rather than detailed medical advice, serving as a temporary solution while Apple advances its broader AI plans.

However, this chatbot is not expected to be the final destination for such features. Bloomberg noted that Apple’s longer-term goal is to integrate health-related queries into a future version of Siri powered by more advanced AI. If successful, this would allow users to ask questions about their well-being in a more natural, conversational way using Apple’s voice assistant.

For now, Apple’s decision to scale back its AI health coach highlights the challenges of combining artificial intelligence, healthcare and consumer technology. While the company continues to invest heavily in health features, it appears to be opting for incremental improvements rather than a bold, all-in launch, as it navigates competition, technological limits and the high stakes of digital health.