Apple's Fitness Service Faces Critical Evaluation
Technology giant Apple has reportedly initiated an internal review of its subscription-based fitness platform, Apple Fitness+, marking a significant reassessment of one of its digital offerings. According to reliable sources, the service is currently undergoing scrutiny as part of broader organizational changes within the company.
Struggling Service Performance Metrics
Bloomberg's respected technology journalist Mark Gurman revealed in his recent Power On newsletter that Apple Fitness+ ranks among Apple's weakest digital products, facing substantial challenges with customer retention and revenue generation. The platform experiences notably high churn rates, indicating difficulty maintaining long-term subscriber engagement, while generating only modest financial returns for the technology behemoth.
Despite these operational challenges, industry observers note that an immediate shutdown appears unlikely. The service maintains a loyal, though limited, user base that consistently engages with the platform. Additionally, Gurman highlights that the operational costs for maintaining Fitness+ remain relatively low, and Apple leadership may prefer to avoid negative publicity that could result from discontinuing the service.
Service Background and Leadership Changes
Originally launched in December 2020, Apple Fitness+ provides ad-free, professionally guided workout videos spanning various exercise disciplines including yoga, strength training, and high-intensity interval training (HIIT). The service is available through a monthly subscription priced at $9.99 or as part of the comprehensive Apple One Premier bundle, which combines multiple Apple subscription services.
In response to the service's performance challenges, Apple is implementing significant management changes. Dr. Sumbul Desai, Apple's Vice President of Health, will now oversee Fitness+ operations as the platform transitions under the broader health division. This organizational shift means the team will likely report directly to Eddy Cue, Apple's Senior Vice President of Services, a move expected to increase accountability and performance expectations.
Future Directions and Complementary Developments
Industry analysts suggest this restructuring could indicate Apple's renewed commitment to enhancing the platform's user engagement and financial viability. Meanwhile, the company continues to innovate in other areas, with Gurman reporting that Apple is developing five new satellite-based features for upcoming iPhone models.
These advancements include creating an API that would enable third-party developers to integrate satellite connectivity into their applications, though implementation would depend on developer adoption and app compatibility. Future versions of Apple Maps may leverage satellite technology to provide navigation capabilities without requiring Wi-Fi or cellular data connections.
Perhaps most significantly, Apple engineers are working to overcome current technical limitations that require devices to maintain a clear view of the sky for satellite connectivity. Next-generation iPhones might maintain satellite connections even when placed in pockets, vehicles, or indoor environments, representing a substantial improvement in practical usability.
