Apple Fitness+ is undergoing a significant reorganization as part of efforts to stimulate growth within the service. According to a report by Bloomberg’s Mark Gurman, the changes come as the platform, launched in 2020, has seen limited updates and features. With a subscription price remaining at $9.99 per month or $79.99 annually, Fitness+ has been regarded as one of Apple’s less successful digital offerings.
While Apple Fitness+ has added some features, such as integration with Strava and the ability to use the service without an Apple Watch, it has struggled with “high churn” rates and “little revenue upside,” as noted by Gurman. Despite these challenges, Apple remains committed to the platform, which has garnered a loyal user base. Gurman emphasizes that abandoning the service could lead to backlash that would negatively impact Apple’s health-focused image.
In response to its current struggles, Apple is reviewing the future of Fitness+ and implementing a reorganization. Sumbul Desai, Apple’s Vice President of Health, will take on additional responsibilities for the Fitness+ division. This structural change aligns with a broader shift in leadership, as Desai and the health sector will now report to Eddy Cue, Senior Vice President of Services, following the impending retirement of Chief Operating Officer Jeff Williams.
Strategic Developments and Future Prospects
The reorganization aims to apply new pressure on Fitness+ to enhance performance and innovate further. In recent months, Apple has focused on expanding its fitness offerings outside of Fitness+, including the introduction of Workouts on iPhone, thus eliminating the previous requirement for an Apple Watch. Additionally, the company has integrated heart rate monitoring capabilities into the latest AirPods Pro 3 and Powerbeats Pro 2, enhancing the user experience for Fitness+ subscribers.
Moreover, the Apple Watch has recently introduced a new feature called Workout Buddy, which leverages Apple Intelligence to provide personalized insights and motivation during workouts. These developments indicate that Apple is actively seeking to refine its fitness ecosystem, possibly hinting at a renewed focus on Fitness+ in the near future.
Current Subscription and Promotions
Apple Fitness+ continues to be available for $9.99 per month or $79.99 per year. Users can also opt for a three-month free trial when purchasing certain Apple devices, including a new Apple Watch, AirPods Pro 3, Powerbeats Pro 2, iPhone, Apple TV, or iPad. This promotional strategy may help attract new subscribers while maintaining existing ones.
As Apple navigates this organizational shift, the future of Fitness+ remains uncertain, but the company’s commitment to enhancing its fitness offerings could lead to new features and improvements that may bolster its position in the competitive digital fitness landscape.
