The future of Apple Fitness+ is "under review" amid a reorganization of the service, according to Bloomberg's Mark Gurman.
In the latest edition of his "Power On" newsletter, Gurman said that Apple Fitness+ remains one of the company's "weakest digital offerings." The service apparently suffers from high churn and little revenue.
Nevertheless, Fitness+ has a small, loyal fanbase that makes it difficult for Apple to shut it down "without a backlash." The service is sufficiently inexpensive to operate that negative headlines would not be worth the saving.
Nevertheless, Gurman says the "future of Fitness+ is under review." He revealed that the service is to receive new management, with Apple health vice president Sumbul Desai taking control of the service. The health division, now including Apple Fitness+, will report directly to services chief Eddy Cue. The reorganization is likely to lead to added pressure to improve results.
Apple Fitness+ launched in 2020 as an ad-free video on demand guided workout streaming service. It costs $9.99 per month and is available as part of the Apple One Premier bundle.
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I know a hell of a lot of people with Apple Watches who do fitness stuff. None of them use this. I get the feeling there just isn't a market for it at all.
I love the service. I love the instructors. It is the one thing that has enabled me to "close my rings" daily for the last 4+ years. I find it an excellent value....an entire year costs less than one session with a personal trainer.
I also get that not all that many people use it like I do. I never see anyone else with their iPad at the gym following along on exercises like I do. I do occasionally see others exercising with video instruction on their phones, but a majority seem to be doing something other than Fitness+ workouts.
I would hope Apple could find a way to better promote the service or encourage adoption. I know I could likely find a substitute if it goes away, but I would miss the tight integration with the Apple ecosystem and definitely miss the instructors I've grown accustomed to working out with. Seeing this story makes me sad.
