Apple Fitness+: Weak numbers force Apple to rethink its approach

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Apple is currently reviewing the future of its fitness service, Apple Fitness+. According to a report by Mark Gurman of Bloomberg, the service is among the company's weakest digital offerings. Internal restructuring and new responsibilities suggest that Apple is reassessing its strategy for Fitness+.

Apple Fitness+ launched in 2020 as a streaming service for guided workouts. The goal was to expand the Apple ecosystem with a modern fitness offering that works seamlessly with the Apple Watch, iPhone, and Apple TV. For €9.99 per month or as part of the Apple One subscription, the service offers access to hundreds of workout videos—from yoga and HIIT to meditation. Despite this integration, Fitness+ seems to be falling short of expectations.

A weak link in Apple's portfolio

According to Gurman, Apple Fitness+ is among the company's weakest digital offerings. The service suffers from a high churn rate and low revenue. Many subscribers only use it temporarily before canceling their subscription. While other Apple services like Music, TV+, and iCloud show stable growth figures, Fitness+ apparently struggles to build long-term customer loyalty.

The reasons likely lie in the intense competition. Providers like Peloton, Nike Training Club, and YouTube offer a wide variety of workouts, some free or with more flexible models. In comparison, Apple Fitness+ seems more limited to the Apple ecosystem, making it difficult for users without an Apple Watch or iPhone to access.

Loyal users prevent a hiring

Despite the weak metrics, there is a small but loyal user base that regularly uses Apple Fitness+. This fan base keeps the service alive, as shutting it down would generate negative headlines. According to Gurman, operating the service is relatively inexpensive for Apple, so the savings from a shutdown would be negligible.

Furthermore, an abrupt end to the service would be unusual for Apple, as the company typically sticks with its services for the long term – even if they do not generate large profits.

New management is expected to change course

As part of the current restructuring, Sumbul Desai, Apple's Vice President of Health, will assume responsibility for Apple Fitness+. The health division, to which Fitness+ now officially belongs, will report directly to Eddy Cue, head of the services division.

This organizational change means that Fitness+ will be under greater pressure to deliver better results. Reporting directly to Cue could bring more control and higher expectations for growth and user numbers. The goal is likely to integrate Fitness+ more closely with Apple's health strategy, which is already shaped by the Apple Watch and Health app.

A service with potential – and challenges.

Apple Fitness+ was originally conceived as a central component of its digital fitness strategy. The concept: high-quality, ad-free workouts produced with professional trainers, perfectly tailored to the heart rate and activity data of the Apple Watch. On paper, the offering fits ideally with Apple's focus on health and well-being.

In practice, however, success has been limited. Fitness+ has a minimal presence, especially outside of English-speaking markets. The lack of localization and limited language support are hindering international expansion. Furthermore, fitness trends change rapidly, and Apple Fitness+ has so far shown little flexibility in responding to these developments.

Strategic turning point for Apple Fitness+

Apple Fitness+ is at a crucial juncture. The recent review and leadership change suggest that Apple isn't abandoning the service, but rather repositioning it. It's likely that Fitness+ will be more closely integrated with the health features of the Apple Watch and new software offerings.

Even though revenues are currently modest, the service still fits with Apple's long-term strategy of firmly integrating health into its ecosystem. Whether this realignment will be enough to make Fitness+ a true success depends on whether Apple makes the offering more attractive, international, and flexible. One thing is certain: the fitness service will remain part of Apple's growing health platform for the time being – but with the clear expectation of delivering better results in the future. (Image: Apple)