Competition from Peloton’s app and free fitness content on YouTube underscores the need for a reinvention to keep Fitness+ relevant.

Apple Fitness+ is undergoing a strategic review and reorganization within Apple’s Services division, led by a broader shift in health and fitness operations.

Apple is not shutting Fitness+ down; its loyal subscriber base and low operating costs make closure unattractive for a company of its size.

The restructuring is expected to apply pressure to improve Fitness+ performance and outcomes, with Bloomberg noting the move aims to drive growth.

Fitness+ has remained largely unchanged since its 2020 launch and costs $9.99 per month or $79.99 per year.

Recent features include Strava integration and removing the mandatory Apple Watch requirement for use.

Fitness+ launched in December 2020 with Apple Watch metrics integration; growth plateaued post-pandemic, prompting updates like the Strava integration in early 2025.

Industry analysis notes strong subscriber retention but slower total growth and challenges in achieving standalone viability.

Pricing and promotions continue, including availability via Apple One Premier and trial offers tied to device purchases.

Despite a loyal but small user base, Fitness+ is frequently described as one of Apple’s weaker digital offerings due to high churn and limited revenue upside.

There is an expectation of a more integrated, intelligent fitness experience across devices as continued investment in Fitness+ signals ongoing alignment with Apple’s health ecosystem.

Industry sentiment views this as a pivotal moment with potential 2026 updates featuring tighter hardware-software integration and enhanced fitness analytics.