I don't think it is bizarre since a panel of lab tests are physiological indicators that may result from the various health and fitness metrics currently measur

I don't think it is bizarre since a panel of lab tests are physiological indicators that may result from the various health and fitness metrics currently measured/collected by iPhone. There are lots of tie-ins from Apple products to other services that they don't offer: like telecom, and banking. Quest seems a reasonable partner given their ubiquity. I wonder if Apple is getting a cut and/or getting a discount for consumers on this service?