Apple Is Scaling Back Plans for AI-Based Health Coach Service

Apple Inc. is scaling back plans for a virtual health coach, according to people with knowledge of the matter, part of an effort to rethink how the company approaches the burgeoning market for wellness services.

The initiative, code-named Mulberry, was wound down in recent weeks, according to the people, who asked not to be identified because the move wasn’t public. Apple now plans to take some of the features it had planned for the artificial intelligence-powered offering and roll them out individually over time within its Health app.

The decision followed a leadership shift at Apple’s health organization, with services ...