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

The project, known internally Apple like Mulberryfirst reported last year, with the company expected to integrate AI features related to health as a coach or assistant. But now, Bloomberg reports, that project will be broken into individual parts introduced over time, as it has done with tools like sleep apnea and hearing tests added to the 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 Apple’s health technology leadership. Veteran services head Eddy Cue oversees the projects and responds to pressure from competitors pushing into the health space, including Oura and Peloton as well as tech giants like Google and OpenAI, which recently launched. ChatGPT Health.

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

Apple is also said to be building a studio for a revamped health service app with virtual and video health instructions, and integration with existing health tools and Apple devices. It’s likely that some of that content and software will still be released to the public, just not in one package, according to Bloomberg.