Almost five years ago, Apple launched Apple Fitness+, a subscription-based platform designed to blend technology with wellness. Available on the iPhone, iPad, Apple Watch, and Apple TV, it quickly became a hub for guided workouts, meditations, and motivational content. Over time, Apple expanded Fitness+ to more countries and introduced signature programs like Time to Walk and Time to Run, aimed at making movement more personal and engaging.
A Service Struggling to Find Its Place
Currently priced at $9.99 per month—or bundled within the premium Apple One tier—Fitness+ sits in a tricky spot. Its cost and niche appeal mean many Apple users have yet to embrace it. As Bloomberg’s Mark Gurman reports, the service faces “high churn and little revenue upside,” making it one of Apple’s weakest digital segments.
Still, Apple isn’t pulling the plug. According to Gurman, the company believes ending Fitness+ could alienate its loyal user base. That small but passionate community may be enough to justify keeping the platform alive, especially with new management now overseeing its direction.
Apple’s Quiet Corner of Services
Apple’s portfolio of services falls into two categories: those it promotes heavily—like iCloud, Apple Music, and Apple TV+—and those that quietly exist in the background, including Apple News+, Apple Arcade, and Fitness+. While Apple Arcade occasionally receives marketing boosts, Fitness+ has largely remained under the radar, even weathering internal controversies over leadership and workplace culture.
Now, with Apple Health chief Sumbul Desai and services executive Eddy Cue taking charge, Fitness+ could be poised for a refresh. One positive step was removing the Apple Watch requirement, making the service more accessible. With the latest AirPods Pro 3 and Powerbeats Pro 2 now supporting heart rate tracking, Apple users can enjoy workouts without additional hardware. Still, Apple needs to better communicate why Fitness+ is worth paying for.
How Apple Can Make Fitness+ More Inclusive
There’s plenty to admire about Fitness+. Its diverse trainer roster, constantly updated workout library, and polished production make it one of the most thoughtfully designed fitness services available. Whether it’s yoga, treadmill runs, or meditation, there’s something for every fitness level.
Personally, the Artist Spotlight sessions always draw me back—they transform workouts into immersive experiences. Unfortunately, these themed sessions appear just once or twice a year, which makes them feel like missed opportunities.
The biggest barrier to growth, however, might be language. Subtitles help, but for non-English speakers, following along with dynamic workouts can be frustrating. iOS beta code hints that dubbed versions may be on the horizon—a change that could make the platform far more inclusive. Apple could also offer longer free trials, lower pricing for individual plans, or include Fitness+ in the Apple One Family tier.
In short, Apple Fitness+ is a high-quality product searching for a broader audience. With better communication and accessibility, Apple could turn this underappreciated service into a global wellness leader.
