Apple’s Project Mulberry: A New Era of AI-Powered Health Coaching

Project possibly to be named Health+

April 02, 2025

Apple is no stranger to ambitious projects that transform everyday technology into tools for healthier living. Over the years, the company’s Health app, the Apple Watch’s fitness tracking, and the Fitness+ subscription service have cemented Apple’s reputation as a major player in personal health and wellness. Now, Apple appears poised to take its efforts to the next level with an internal initiative known as “Project Mulberry.” This AI-driven health coaching service has the potential to redefine how we manage our well-being, merging cutting-edge technology with the deeply personal nature of health and fitness.

What Is Project Mulberry?

Project Mulberry, according to sources familiar with Apple’s development plans, represents a significant expansion of Apple’s health ecosystem. At its core, the project is centered around an AI-powered health coaching service. Leveraging Apple’s existing hardware—such as the iPhone and Apple Watch—along with advancements in artificial intelligence, Project Mulberry aims to provide personalized health and wellness guidance to users. The service could help track key health metrics, suggest dietary improvements, and tailor fitness plans to each individual’s unique circumstances.

If successful, Project Mulberry could become a cornerstone of Apple’s health strategy. It’s not just about tracking steps or logging calories; it’s about delivering actionable insights, creating adaptive wellness programs, and potentially integrating with other Apple services. In essence, it’s a digital health coach that knows you well enough to help you make meaningful changes—one that doesn’t just tell you what to do, but works with you to improve your quality of life.

A Natural Evolution for Apple’s Health Ecosystem

Apple’s journey into the health and wellness space began gradually, but its impact has been undeniable. The company’s Health app, introduced in iOS 8, gave users a single place to view and manage their fitness and medical data. Over time, this platform grew more sophisticated, adding features like cycle tracking, mobility data, and even medical record integration.

The Apple Watch amplified these capabilities. With its heart rate monitoring, ECG readings, blood oxygen measurements, and fall detection, the watch quickly became more than a fitness tracker—it became a true health device. Coupled with Fitness+, a subscription service launched in late 2020, Apple offered structured workouts led by expert trainers, complete with real-time metrics displayed on screen.

However, even with these advancements, Apple’s health offerings have largely been about presenting data and leaving the next steps up to the user. Project Mulberry, if implemented, would represent a shift in strategy. Instead of merely showing you the numbers, it would guide you on how to improve them. The introduction of an AI coach could bridge the gap between raw data and actionable, personalized advice.

How Project Mulberry Might Work

Although Apple has not officially confirmed Project Mulberry, reports suggest the service will rely heavily on artificial intelligence to analyze user data and deliver tailored recommendations. For instance, if the service identifies a pattern of poor sleep quality, it might suggest adjustments to your bedtime routine, light exposure, or stress management techniques. If it detects that your exercise levels have dipped, it might recommend a series of achievable workout goals to get you back on track.

This level of personalization is made possible by Apple’s robust ecosystem. The iPhone, Apple Watch, and Health app already collect a wealth of information: activity levels, heart rate, sleep data, and even menstrual cycle patterns. With AI models capable of interpreting this data, Project Mulberry could generate recommendations that are not only relevant, but also attainable. It might suggest walking a few more minutes each day rather than jumping straight into a rigorous gym routine, or adjusting your hydration habits to combat fatigue.

Another intriguing aspect is the potential integration of a nutrition component. Apple may leverage the iPhone’s camera and AI algorithms to assist with food tracking. By snapping photos of your meals, the service could analyze portion sizes, identify ingredients, and estimate nutritional content. Over time, this could lead to more informed food choices and healthier eating habits.

A Subscription-Based Approach?

Reports indicate that Project Mulberry could eventually evolve into a subscription service, possibly under the name “Health+.” While no official pricing details are known, it’s likely that Apple would integrate the service into its existing subscription ecosystem, potentially bundling it with Fitness+ or Apple One plans. This approach aligns with Apple’s ongoing shift toward recurring revenue streams.

A subscription model would also reflect the value that such a service might offer. Unlike one-off purchases or simple data-tracking apps, an AI health coach provides ongoing, dynamic support. A monthly or annual fee would allow Apple to continually refine the service, add new features, and maintain a high level of personalization.

The Broader Implications for Healthcare

Project Mulberry isn’t just about individual fitness goals; it’s also a step toward a more connected, tech-driven approach to healthcare. By helping users manage their wellness at home, Apple could potentially reduce the burden on traditional healthcare systems. For example, early detection of irregular patterns in activity or sleep might prompt users to consult a doctor sooner, preventing more serious health issues down the line.

Additionally, if Apple collaborates with healthcare providers and insurers, Project Mulberry’s data-driven insights could help create more tailored insurance plans or wellness incentives. Employers might also see the value in encouraging employees to use such a service as part of workplace wellness programs, improving overall health outcomes and potentially reducing absenteeism.

Challenges and Ethical Considerations

As with any AI-powered health initiative, Project Mulberry would need to address a range of ethical and privacy concerns. While Apple has a strong track record of prioritizing user privacy, a service as comprehensive as this would likely require clear transparency about how data is collected, used, and stored.

There’s also the question of accessibility. If Project Mulberry becomes a premium subscription service, how can Apple ensure it doesn’t leave behind those who can’t afford it? Balancing profitability with accessibility will be critical to its long-term success and societal impact.

Furthermore, Apple would need to set clear boundaries for the AI’s role. While it can suggest healthier behaviors and provide guidance, it shouldn’t replace professional medical advice. Ensuring that users understand the limitations of AI-generated recommendations will be key to maintaining trust.

The Road Ahead

Although details about Project Mulberry remain speculative, the concept aligns with Apple’s broader vision of combining hardware, software, and services to enhance daily life. By introducing an AI-powered health coach, Apple could help users take more proactive, informed steps toward better health. It’s a logical next step in the evolution of the Health app and a potential game-changer in the personal health industry.

Whether Project Mulberry launches this year or several years down the line, its implications are clear. It’s not just another feature; it’s a glimpse into a future where technology and wellness converge, giving users the tools to live healthier, more informed lives.

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