Apple is reportedly developing an AI tool designed to provide health-related guidance. Known as “Project Mulberry,” the initiative represents Apple’s latest and most ambitious foray into the health sector, according to a Bloomberg report.
The project appears to be an evolution of a previous initiative— “Project Quartz”—which aimed to use AI for personalized health coaching. The original goal was to assist users with fitness routines, better nutrition, and improved sleep patterns. However, recent developments suggest that Apple has accelerated the project’s timeline, with a potential launch alongside the iOS 19.4 update, which could arrive in the summer or spring of 2025.
The concept revolves around Apple’s Health app collecting data from user devices and leveraging AI to generate customized health recommendations. To enhance the accuracy and reliability of this feature, Apple is training its AI using data from its in-house medical professionals.
Additionally, the company is seeking external specialists in fields such as sleep science, nutrition, mental health, cardiology, and physical therapy to contribute educational videos on various medical topics.
A significant upgrade in the revamped Health app is its emphasis on food tracking, something Apple has not prioritized in the past. If implemented, this feature would position Apple in direct competition with established nutrition-tracking platforms such as Noom and MyFitnessPal.
Despite Apple’s strong push into healthcare, the company has faced challenges in this space. For instance, it had to remove the blood oxygen sensor from its smartwatches last year due to a protracted patent dispute with medical tech firm Masimo.
Meanwhile, artificial intelligence continues to make waves in the healthcare industry. A report by PYMNTS Intelligence indicates that companies investing in generative AI are seeing significant returns, resulting in increased adoption among major industry players.
The report, based on surveys of executives from healthcare companies with annual revenues exceeding $1 billion, aimed to gauge their approach to generative AI. The findings suggest widespread confidence in the technology, with 90% of surveyed executives expecting positive returns on their investments. As a result, many plan to expand their AI budgets in the coming years, positioning healthcare as a leading industry in AI-driven innovation.
Despite the optimism, concerns remain about the risks of integrating AI into medical care. A December 2024 report from ECRI identified AI as the top risk for healthcare in 2025. The report highlighted concerns about inaccurate AI-generated medical advice and unreliable AI-powered tools, which could pose serious challenges for the industry.
These innovations in the health tech industry could create market opportunities for other technology companies like Thumzup Media Corp. (NASDAQ: TZUP) through partnerships with entities looking to expand their reach within target audiences.
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