Apple Fitness+ is gearing up for changes to boost growth. Launched in 2020, this service hasn’t evolved much since then. It still costs $9.99 a month or $79.99 a year. Unlike many other subscriptions, its price has remained steady, but users have seen few new features. Recent updates like Strava integration and Apple Watch removal haven’t excited many.
Mark Gurman from Bloomberg points out that Fitness+ is seen as one of Apple’s weaker offerings. The service faces issues like high churn—more subscribers leaving than staying—and limited revenue growth. Despite these challenges, Apple isn’t planning to abandon Fitness+. It has a loyal user base, and abandoning it could hurt Apple’s health-focused image. Gurman also noted that Fitness+ is cost-effective since most content is created in-house.
To tackle these challenges, Apple is reorganizing. Sumbul Desai, Apple’s VP of Health, will oversee Fitness+. This change comes in light of upcoming leadership shifts at Apple. The goal is to put fresh pressure on Fitness+ to improve.
In contrast to Fitness+, Apple is enhancing its other health offerings. For instance, they’ve made workouts available on the iPhone, which means you don’t need an Apple Watch anymore. New devices, like the AirPods Pro 3 and Powerbeats Pro 2, now include heart rate monitoring that syncs with Fitness+. The Apple Watch also gained a feature called Workout Buddy, which provides personalized feedback during workouts.
As Apple seeks to revamp Fitness+, experts are curious about what new features may emerge. A survey conducted by Deloitte found that 57% of consumers are interested in virtual workouts. This shows there’s potential for growth if Apple can adapt and innovate.
In summary, Apple Fitness+ is at a crossroads. With new leadership and fresh ideas on the horizon, it might soon transform into a more competitive offering in the health and fitness app landscape. For now, it remains priced at $9.99 a month or $79.99 a year, and potential users can explore a three-month free trial with qualifying purchases of select Apple products.
For more details about Apple Fitness+, check out their official site.
