The use of healthcare apps for medical advice is becoming increasingly common. This paper explores apps that offer interaction with medical experts. Working from the supposition that digital technologies are intimately entangled in their cultural context, we argue that the apps do more than just neutrally mediate contacts and offer medical and psychological advice. The article addresses the cultural dimensions of healthcare apps and answers questions about the ways in which such apps contribute to forming changing notions of what “healthcare” and being a “patient” entail. Three popular Swedish apps and their marketing material is studied using a discursive interface analysis of the apps’ affordances. The results show that the apps significantly contribute to producing a marketable narrative about app health care that includes accessibility, security/safety and personalisation, and which is partly produced as an alternative to what is offered by Swedish public health care. The results further show that this narrative primarily represents and addresses users who are young, busy, urban consumers of care – partly contrasting policy expectations and hopes.