The news: Apple is pulling back on its plans to develop an AI agent health coach, according to a Bloomberg report.

The details: Apple was long rumored to be developing an AI-driven coaching service offering personalized fitness, nutrition, and sleep guidance using Apple Health and Apple Watch data. The decision to scale back the project coincided with a leadership shakeup in Apple’s health unit, where services chief Eddy Cue took over and determined the AI coaching service was less compelling than AI health tools from companies such as Oura and Whoop, per Bloomberg.

Still, Apple isn’t abandoning AI health features for iPhone users—it’s shifting from an all-in-one health coach to piecemeal AI rollouts, according to the report.

• For instance, the tech giant is building an AI chatbot to answer users’ well-being questions, powered by its in-development web search tool, World Knowledge Answers.
• It later plans to add a new Siri chatbot to answer more advanced health questions across the Health app and Apple operating systems.

Why it matters: Apple has steadily added health-tracking features to its Health app and Apple Watch, but it has lagged some competitors in launching AI-powered personalized health services.

• Oura, Whoop, and Fitbit all have AI health coaches to support their fitness trackers and smart rings, respectively.
• Samsung is preparing to launch a beta of its AI-powered health coach in the Samsung Health app.
• AI giants OpenAI and Anthropic now offer ChatGPT and Claude users the ability to get AI-enhanced health guidance based on their medical data.

Implications for healthcare and tech companies: Tech giants like Apple must be cautious in deploying AI-driven health guidance.

For companies whose success wasn’t built on healthcare, wading into the space could prove to be an unnecessary gamble. If health tools provide medical advice that isn’t actionable —or even worse, it’s inaccurate or flawed—the risk is high and users could be turned off. While Bloomberg didn’t cite faulty AI health guidance as a reason for Apple’s pullback, Apple is likely slowing the rollout until it’s confident the tech is reliable and useful.

For smaller tech companies, competitive differentiation comes from moving faster and offering tech features others lack. For all players, though, grounding AI health answers in trusted medical sources—and involving medical experts throughout testing—will be essential to delivering a product consumers can trust and use effectively.

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