Health insurance feels like a sort of "gross" industry that I don't imagine Apple would want to be associated with. Could be wrong though.

Neither did online advertising. Apple today is mostly about leveraging the iOS moat to sell services, the bulk of which will be gross.

Mobile developers needs advertising because, as awful as it is, it's an important business model. It's an important complement to Apple's business model, even if I think they should have stayed out and just used policy/technical means to ensure other companies aren't too sleazy.

I don't see any similar need to get into health insurance though.

Like the music industry? Like cell phones? Both of these were awful pools to wade into when Apple got involved.

Mm I mean more gross ethically than a difficult market.

So do I.

I was trying to think of how cell phones might be considered gross ethically; I guess the manufacture? Foxconn etc.?

I was thinking in terms of the consumer-facing experience, which was pretty slimy and definitely not one of the most straightforward nor honest-feeling experiences. I worked briefly at Radio Shack in the late 90s and part of the job was selling the first generation of digital cell phones. Our competition was phone kiosks in the mall and places like that. The whole experience was ripe for a focus on the consumer transaction as well as the consumer experience (example: visual voicemail).