A new report from Bloomberg says that the long-in-development subscription health service is on the rocks. The centerpiece of the service, which some have been calling “Health+” was to be an AI wellness and fitness coach, code-named Mulberry.

As part of an executive shake-up, with Eddy Cue now heading up Apple’s health initiatives after the departure of Jeff Williams last year, the Mulberry AI health coach project has been winding down.

Apple has reportedly spent years developing the AI health coach, which would take data from the Health app and connected providers, Apple Watch, and other sources to provide insights and reports about users’ health, and also offer actionable recommendations. The service will reportedly use Health app data (from Apple Watch or other sources), new health surveys, and reports from external labs to inform the AI’s analysis and recommendations.

According to the report, Apple even built a studio in California to produce videos that would explain medical conditions and guide users through wellness plans. The system was originally set to be a part of iOS 26, then got pushed back to a spring release, then bumped again to iOS 27 and watchOS 27 this fall. Now, it seems as if the entire AI health coach project has been put on the back burner, if not scrapped entirely.

Services boss Eddy Cue, now in charge of Apple’s health efforts, has reportedly told colleagues that “Apple needs to move faster and be more competitive in health,” citing features in apps from Ouya and Whoop as more compelling and useful.

This could be good news for those with subscription fatigue. The report says that some parts of the project, such as the analysis of Health app data and the video content, could be rolled out this year as regular Health app features. It also mentions that Apple is working on a system to use the iPhone camera for gait analysis.

iOS 27 and watchOS 27 are due to be reelased in September, following a preview at WWDC in June.