Apple’s Fitness+ service is facing a significant shake-up, according to a new report. The service is reportedly getting new leadership and is now under fresh pressure to improve its performance, signaling a potential new direction for the $9.99/month fitness platform. The report comes from Bloomberg’s Mark Gurman in his latest Power On newsletter. Gurman describes Fitness+ as one of Apple’s “weakest digital offerings.” The service apparently struggles with high user churn—meaning many users sign up only to cancel later—and offers little revenue upside for the tech giant.
Despite these issues, Apple can’t just stop the service. Fitness+ has managed to build a small but very loyal fan base. Shutting the service down completely would almost certainly cause a backlash from these dedicated users. For a company of Apple’s size, the service is also relatively inexpensive to operate.
The future of Fitness+ is now officially “under review.” To guide this new phase, the division is getting new management. Apple’s VP of Health, Sumbul Desai, will now add Fitness+ to her responsibilities. In a key strategic move, Desai and the entire Fitness+ group will now report directly to Apple’s services chief, Eddy Cue. This new arrangement puts the service squarely under the executive spotlight and signals a fresh push to improve results.
With new leadership and a direct line to the head of Apple’s services division, the pressure is on. The message seems clear: Fitness+ needs to grow its user base and improve its performance. It will be fascinating to see what changes Desai and Cue implement to turn things around.
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