Google has launched its artificial intelligence (AI) powered health coach for Fitbit Premium users on iOS devices. This move comes as Apple reportedly scaled back or canceled its own plans for a similar AI health coaching subscription. Google's AI coach, previously available on Android, offers personalized guidance across fitness, sleep, and overall wellness.^[1][2][3][4] ### Fitbit's AI Coach Expands to iPhones The new AI personal health coach is now available in Public Preview for eligible iOS Fitbit Premium subscribers. This feature, powered by Google's Gemini AI, acts as a 24/7 digital advisor. It provides tailored tips and guidance to users.^[1][2][5][3] The coach helps users with fitness routines, sleep analysis, and holistic health insights. It adapts to individual goals, lifestyle, and real-time health metrics from Fitbit trackers or Pixel Watches.^[1][5][6] Fitbit Premium costs $9.99 per month. The AI coach is accessible to subscribers in the United States, UK, Canada, Australia, New Zealand, and Singapore.^[2][3][7] Google first rolled out this AI coach for Android users in October 2025.^[3][8][7][6] The experience begins with a conversation where the AI learns about the user's motivations and goals.^[1][5] It then provides health insights throughout the day, including after workouts and before bed.^[2] This AI coach is designed to understand the "bigger picture" of a user's health. It aims to bring consistency to health and fitness efforts.^[1][5] The system uses a conversational chatbot interface. Users can ask questions and receive science-backed advice.^[2][3][4][9] ### Apple Rethinks Health Strategy In contrast, Apple has reportedly pulled back from its ambitious plans for an AI-powered virtual health coach service. This project was internally known as "Project Mulberry" or "Health+."^[10][11][12] Reports from Bloomberg and other outlets indicate that Apple made this decision following internal leadership changes.^{[2][13][10][12][3][14][15]} Services Chief Eddy Cue, who now oversees Apple's health and fitness initiatives, reportedly believed the planned service was not competitive enough. He compared it to existing offerings from rivals like Oura and Whoop.^{[10][12][14][15]} The virtual health coach was initially expected to launch with iOS 27 or even earlier.^[1][2][15] However, Apple is now considering integrating some of the developed features incrementally into its existing Health app.^{[2][12][3][14][16]} The company had invested in building a studio in California to produce health video content. This content featured specialists in various medical fields.^[15] The future of these investments and potential AI coaching efforts remains unclear following the strategic shift.^[15] This change suggests Apple may prioritize enhancing its current health features rather than launching a new, standalone subscription service.^[2][12][17] ### Competing in Digital Health The contrasting strategies highlight the evolving competition in the digital health market. Google's expansion of its AI health coach shows confidence in its Gemini-powered technology and subscription model.^[4] The Fitbit AI coach is built on extensive data, including "1 million human annotations and more than 100k hours of human evaluation."^[3] This aims to provide highly personalized and adaptable support.^[1][5] Apple's decision reflects a cautious approach. It emphasizes ensuring new services meet high standards for competitiveness and user value.^{[10][12][14][17]} The company may focus on integrating health advancements directly into its core ecosystem. This could avoid potential regulatory challenges and deliver features to users faster.^[12][16] This divergence sets up an interesting dynamic in the health tech sector. Google is moving forward with a dedicated AI coaching subscription, while Apple appears to be re-evaluating its approach to deliver health insights.

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