Future of Apple Fitness+ ‘Under Review’

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 church 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.