Apple Fitness+ is poised to experience a restructuring aimed at promoting growth, as mentioned in today’s Power On by Bloomberg’s Mark Gurman.
Since its debut in 2020, Apple Fitness+ has remained relatively unchanged. It is one of the few Apple subscriptions that has not seen a price alteration, currently priced at $9.99 per month or $79.99 annually. In terms of new functionalities, Apple Fitness+ has introduced only a few features over the years, including Strava integration support and eliminating the requirement for an Apple Watch. For these reasons, it is perceived as one of Apple’s “least robust digital offerings,” according to Mark Gurman in today’s Power On newsletter.
The primary challenges facing Apple Fitness+ are described as “high churn” and “limited revenue potential,” based on the report. Nonetheless, Apple intends to continue supporting the service. Fitness+ has cultivated a devoted user base, making any potential backlash not worthwhile, Gurman asserts. Additionally, discontinuing the service would not align well with Apple’s overarching health-centric branding. Gurman also points out that it is cost-effective to run, particularly since all content is created internally.
To address these issues, Apple is evaluating Fitness+’s future and implementing organizational changes within the division. Sumbul Desai, Apple’s VP of Health, will be “adding Fitness+ to her portfolio.” As previously reported in October, Desai and Apple Health will now be under the oversight of SVP of Services Eddy Cue in light of COO Jeff Williams’ upcoming retirement. This new framework is designed to instill additional pressure on Fitness+ to enhance its performance.
Beyond Fitness+, Apple has been concentrating on enhancing their fitness services. For instance, they recently introduced Workouts to iPhone users for the first time, eliminating the necessity for an Apple Watch. The newly released AirPods Pro 3 and Powerbeats Pro 2 incorporate heart rate monitoring that is compatible with Fitness+. Additionally, the Apple Watch has introduced Workout Buddy, a feature powered by Apple Intelligence that provides personalized feedback and motivation during workouts, utilizing voices trained by Fitness+ trainers. It is hoped that Fitness+ will soon attract similar attention and acquire new functionalities.
Apple Fitness+ is priced at $9.99/month or $79.99/year, or is included in Apple One Premier. A 3-month free trial is also available with the purchase of a new Apple Watch, AirPods Pro 3, Powerbeats Pro 2, iPhone, Apple TV, or iPad.
