Apple Inc. is pulling back on development of a planned artificial intelligence-powered health coaching service, according to a new report from Bloomberg, signaling a more cautious approach to AI in sensitive areas like personal wellness.
Apple analyst Mark Gurman reported that the company has delayed work on a feature that was expected to significantly expand its health ecosystem. The initiative, known internally as a virtual health coach, was designed to integrate with data from the Apple Watch and iPhone to deliver personalized guidance on fitness, nutrition, sleep, and overall wellness.
The AI-powered service was expected to analyze user data and generate tailored recommendations using machine learning models. It was also linked to a broader overhaul of Apple’s Health app, positioning the company as a leader in digital health and preventative care.
However, Bloomberg reports that Apple has scaled back development in recent weeks as it faces growing competition and internal challenges. While the project has not been fully canceled, sources say the company has lowered its ambitions and slowed progress.
Health has long been a central pillar of Apple’s strategy, with the Apple Watch serving as a flagship device for fitness tracking, heart monitoring, and other biometric measurements. An AI health coach would have represented a major expansion of that platform.
Applying generative AI to healthcare-related features, however, presents significant risks. Accuracy, privacy, liability, and user trust are critical concerns, particularly when recommendations could affect medical decisions or physical well-being.
According to Bloomberg, the slowdown followed leadership changes within Apple’s health division. Eddy Cue, Apple’s senior vice president of services, assumed oversight of health initiatives after longtime executive Jeff Williams retired late last year.
Sources familiar with the matter said Cue was not convinced that the existing plan met Apple’s standards for reliability and safety, prompting a reassessment of the project.
Public reaction has been mixed. On online forums, some users criticized Apple for falling behind competitors in artificial intelligence. Others defended the company’s caution, arguing that unreliable AI in health-related features could expose users to serious risks.
Some commentators suggested that internal testing revealed frequent “hallucinations” or inaccuracies in health-related responses, making the technology unsuitable for public release.
Industry analysts note that unlike AI tools for writing or photo editing, health recommendations carry far greater consequences if errors occur. A flawed fitness or medical suggestion could result in injury, misdiagnosis, or legal exposure.
For now, Apple is expected to focus on incremental improvements to its Health app and wearable devices rather than launching ambitious AI-driven coaching tools. The company may revisit the concept once its broader AI infrastructure matures and reliability improves.
Bloomberg reports that Apple remains interested in expanding its role in digital health, but leadership appears determined to avoid rushing unproven technology into a high-stakes environment.
Apple has not publicly commented on the report.
