Apple Fitness+ Set for Reorganization to Drive Growth
Apple Fitness+ is poised for a strategic reorganization aimed at boosting growth, according to today’s Power On newsletter from Bloomberg’s Mark Gurman. Since its launch in 2020, the fitness service has remained largely unchanged. Notably, it is one of Apple’s few subscription services that has maintained a consistent price point—$9.99 per month or $79.99 per year.
Limited New Features Since Launch
Over the years, Apple Fitness+ has introduced only a handful of new features. These include support for Strava integration and the removal of the requirement to use an Apple Watch to access workouts. Despite these additions, the service is still considered one of Apple’s “weakest digital offerings,” as Gurman points out in his newsletter.
Challenges: High Churn and Limited Revenue
The primary challenges facing Apple Fitness+ are “high churn” and “little revenue upside,” according to Gurman’s report. However, Apple does not intend to abandon the service. The platform has a dedicated fan base, and Apple likely wants to avoid any backlash that discontinuation might provoke. Additionally, maintaining Fitness+ aligns with Apple’s overall health-focused brand image.
Cost-Effective Operation and Planned Reorganization
Interestingly, Fitness+ is relatively inexpensive for Apple to operate since all of its content is produced in-house. To address current challenges, Apple is reviewing the future of the service and implementing a reorganization within the division.
Sumbul Desai, Apple’s Vice President of Health, will now oversee Fitness+ as part of her portfolio. As reported in October, Desai and the entire Apple Health team will report to Eddy Cue, Senior Vice President of Services, following the anticipated retirement of COO Jeff Williams. This new reporting structure is designed to apply fresh pressure to enhance Fitness+’s performance and results.
Apple’s Broader Fitness Ecosystem Enhancements
Beyond Fitness+, Apple has been enhancing its wider fitness offerings. For instance, the company recently introduced the Workouts app on the iPhone, eliminating the need for an Apple Watch to track workouts.
Moreover, the latest AirPods Pro 3 and Powerbeats Pro 2 models include built-in heart rate monitoring that integrates with Fitness+. Apple Watch users also benefit from Workout Buddy, an Apple Intelligence-powered feature that provides personalized insights and motivation during workouts through voices trained by Fitness+ trainers.
Looking Ahead
With these developments, there is hope that Apple Fitness+ will soon receive similar attention and a wave of new features to revitalize the service.
Subscription Details
Apple Fitness+ is available for $9.99 per month or $79.99 per year and is also included in the Apple One Premier bundle. New customers can enjoy a 3-month free trial when purchasing an Apple Watch, AirPods Pro 3, Powerbeats Pro 2, iPhone, Apple TV, or iPad.
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https://9to5mac.com/2025/11/09/apple-fitness-under-review-amid-reorganization/