Forward, a startup that wants to position itself as the Apple Store of doctors’ offices, opened a new location in Los Angeles in November, in an upscale open-air mall two doors down from an actual Apple Store. On a recent morning, in Forward’s reception lounge (sharp angles, blond-wood walls, soothing blue chairs), devices for at-home monitoring of vital signs were arrayed in a glass case. A body scanner reminiscent of the “Star Trek” transporter stood in a corner. Visitors were greeted by a smiling receptionist’s query: “Flat or sparkling?”