Apple Fitness+ is on shaky ground, and fans of personalized workouts might just be holding their breath—what's next for this health-focused service?
Imagine you're an avid user of Apple's ecosystem, relying on seamless integrations to keep your fitness routine on track. Now, picture a report from Bloomberg's Mark Gurman revealing that Apple Fitness+ is undergoing a major shake-up to spur growth. This isn't just a minor tweak; it's a reorganization aimed at tackling deep-rooted challenges, and it could redefine how Apple approaches its digital health offerings. If you're new to this, think of Apple Fitness+ as a subscription service that delivers guided workout classes straight to your Apple Watch or iPhone—perfect for those who prefer virtual trainers over crowded gyms. But here's where it gets controversial: despite its potential, some critics argue it's not worth the hype. Stay tuned as we dive into the details, because this story has twists that might surprise even the most loyal Apple enthusiasts.
Launched back in 2020, Apple Fitness+ has remained remarkably static in many ways. It kicked off as an innovative subscription for workout classes, and to this day, the pricing hasn't budged—still a straightforward $9.99 per month or $79.99 for the annual plan. Over the years, updates have been sparse, with notable additions like integrating Strava (a popular fitness tracking app) to sync your runs or rides more effortlessly, and the ability to ditch the Apple Watch altogether for certain sessions. For beginners, this means you can start with just an iPhone, making it accessible without needing the full hardware setup. Yet, this lack of evolution has led industry insiders, including Gurman, to label it as one of Apple's 'weakest digital offerings.' And this is the part most people miss—it highlights a broader question: is Apple prioritizing innovation in health tech, or is the focus shifting elsewhere?
The core issues plaguing Apple Fitness+ revolve around 'high churn'—that's when subscribers drop off quickly, often because they lose interest or find alternatives—and limited revenue potential. Simply put, the service isn't generating the buzz or bucks that Apple might hope for. But, intriguingly, Apple isn't ready to pull the plug. Gurman points out that Fitness+ boasts a dedicated community of users who genuinely love it, and scrapping it could backfire with fierce backlash. Moreover, abandoning it wouldn't align with Apple's carefully cultivated image as a champion of health and wellness. From my perspective as someone who follows tech trends closely, this makes total sense—ditching a service that fits so neatly into their 'think different' ethos could send the wrong message to consumers seeking holistic health tools. Plus, operating Fitness+ is relatively cheap since Apple produces all the content in-house, avoiding hefty external licensing fees. For example, imagine the savings compared to services that outsource videos from third-party studios; it's like having a personal trainer on retainer without the high costs.
To address these hurdles, Apple is reevaluating Fitness+'s trajectory and restructuring its team. Sumbul Desai, Apple's Vice President of Health, is stepping up to include Fitness+ in her responsibilities. As we reported earlier this year, this shift ties into broader changes, with Desai and the entire Apple Health division now reporting to Eddy Cue, the Senior Vice President of Services. This is happening because Jeff Williams, the former Chief Operating Officer, is retiring later this year. The new setup is designed to inject fresh pressure on Fitness+ leaders to drive better performance—think of it as a corporate nudge to innovate or risk fading away. But here's where it gets controversial again: is this reorganization a genuine commitment to improvement, or just a way to appease critics without real investment? Some might argue that if churn is so high, perhaps the service needs a price drop or radical features to justify its spot in the lineup.
Beyond Fitness+, Apple is clearly ramping up its fitness game in other areas, which could indirectly benefit the service. Take the recent expansion of Workouts to iPhone—now you don't need an Apple Watch to track your sessions, opening doors for more users who might not want the extra device. The latest AirPods Pro 3 and Powerbeats Pro 2 even incorporate built-in heart rate monitoring, seamlessly linking with Fitness+ for heart-pounding accuracy during workouts. And don't forget the Apple Watch's new Workout Buddy feature, powered by Apple Intelligence; it offers personalized motivation using voices modeled after Fitness+ trainers, turning solo exercises into interactive experiences. Hopefully, this momentum will spill over to Fitness+, inspiring exciting updates like AI-driven custom plans or integrations with popular apps. For instance, imagine if Fitness+ could analyze your past workouts to suggest tailored challenges—something that could keep subscribers engaged and reduce that pesky churn.
Apple Fitness+ remains available for $9.99 per month or $79.99 annually, or bundled into the Apple One Premier subscription for those seeking a full ecosystem deal. Plus, you can snag a 3-month free trial when buying select new devices like the Apple Watch, AirPods Pro 3, Powerbeats Pro 2, iPhone, Apple TV, or iPad— a smart way to test the waters without commitment.
My favorite Apple accessories:
- Beats Pill (a portable speaker that keeps the beats going during downtime)
- MOFT MagSafe iPhone Stand (for hands-free viewing and charging)
- Satechi Vegan Leather Desk Mat (adds a sleek, eco-friendly touch to your workspace)
- BenQ ScreenBar Pro (a lamp that reduces eye strain during long work sessions)
- AirPods Pro 3 (top-notch noise cancellation for immersive workouts)
- elago Magnetic iPad Stand (versatile and stable for creative tasks)
- TUMI Alpha Bravo Nomadic Backpack (durable and stylish for on-the-go lifestyles)
- Apple 40W – 60W Charger (reliable power for keeping devices juiced up)
Add 9to5Mac to your Google News feed for the latest Apple updates.
FTC: We use income earning auto affiliate links. More.
What do you think—should Apple double down on Fitness+ with bold new features, or is it time to evolve it into something bigger, like a comprehensive health hub? Do you agree that keeping a dedicated fanbase is reason enough to invest, or could the low operational costs be masking missed opportunities? Share your opinions in the comments; I'd love to hear if you've stuck with Fitness+ through thick and thin or switched to competitors!
