Apple is scaling back and rethinking its ambitious plans to introduce an AI-powered health coach, according to a Bloomberg report by Mark Gurman citing anonymous sources privy to the company's plans.

The project, known inside Apple as Mulberry, was first reported last year, with the company expected to roll together health-related AI features as a coach or assistant. But now, Bloomberg reports, that project will be broken down into individual features introduced over time, as it has done with tools such as the sleep apnea and hearing tests added to Apple Watch and Apple AirPods.

A representative for Apple did not immediately respond to a request for comment.

Bloomberg's sources point to a change in leadership over Apple's health technology. Veteran services head Eddy Cue is overseeing those projects and addressing pressure from competitors pushing into the health space, including Oura and Peloton as well as tech giants like Google and OpenAI, which just launched ChatGPT Health.

(Disclosure: Ziff Davis, CNET's parent company, filed a lawsuit against OpenAI in April, alleging that it infringed Ziff Davis copyrights in training and operating its AI systems.)

Apple was also said to have built a studio for a revamped health services app that would have included virtual and video wellness instructions, and integration with existing health tools and Apple devices. It is likely that some of that content and software will still be released publicly, just not in one package, according to Bloomberg.