The future of Apple Fitness+ remains under review, but it may soon be integrated with the brand’s Health app and offered as a single product.
That’s the latest word from Bloomberg’s Mark Gurman, which extends the uncertainty around the fitness platform first reported last November.
In that initial report, Gurman confirmed that the premium workout platform was moved under the oversight of Apple’s health vice president, Sumbul Desai, with the entire health group now reporting directly to services chief Eddy Cue.
Launched in 2020, Apple Fitness+ was designed as the ultimate value-add for Apple smartwatch users, offering deep integration with real-time heart rate and calorie metrics on the screen.
However, it’s suggested that internal data shows the platform continues to struggle with high user churn and relatively low revenue compared with Apple’s other digital offerings.
The leadership shuffle, then, signals a transition for the service from an Apple Watch extension to a revenue-driven product that must justify its place in the growing subscription lineup.
Advertisement
A consolidation could be on the cards
Although the idea of an Apple Health+ subscription has reportedly been scaled back, Gurman has suggested that the company could still combine Fitness and Health in a subscription that includes trainer-led content and AI-driven physiological insights.
“If I were to guess, Apple will ultimately meld its Health app with Fitness+ in some fashion — perhaps offering it as a combined subscription,” said Gurman earlier this week.
For current users, this continued ‘under review’ status likely still means a shift toward more personalized, data-driven features as Apple attempts to transform the platform into an indispensable part of the ecosystem.
However, we likely won’t know anything firm about its future until later this year (at the earliest).
