New Report Hints at Uncertain Future for Apple Fitness+
Apple’s premium fitness subscription service is “under review,” according to a report from Bloomberg, which comes just weeks after the tech giant internally reorganized its health and fitness teams
Apple Fitness+ may be entering a period of uncertainty, according to a new report, adding a speculative layer to the broader restructuring inside Apple that surfaced last month.
According to Bloomberg’s Mark Gurman, the tech giant’s subscription fitness service is now “under review,” which leaves open multiple possible paths for how Apple could recalibrate the platform, which costs $9.99 per month or $79.99 annually.
Launched back in 2o2o as an Apple Watch-connected workout service, Fitness+ maintains a small but loyal user base. Still, Gurman noted that persistent churn and limited revenue may be prompting Apple to reexamine the offering as part of its wider wellness ambitions. The report raised questions about how the service might evolve as Apple explores new subscription models and AI-driven guidance tools.
Last month, Apple reorganized its health and fitness teams under the leadership of services chief Eddy Cue as chief operating officer Jeff Williams prepares to retire. The company also shifted watchOS oversight to software head Craig Federighi and moved Apple Watch hardware under engineering lead John Ternus.
Those changes sparked speculation that Apple was laying the groundwork for Health+, a rumored AI-powered coaching platform expected in 2026. While Gurman’s latest reporting does not confirm any forthcoming services, it adds to the perception that Apple is reevaluating how its fitness and wellness products fit together as part of a more unified, services-led strategy.
If Health+ materializes, Fitness+ could be reimagined as a complementary layer, integrated into a broader subscription tier or updated to reflect new coaching capabilities. However, it’s also possible that Apple keeps Fitness+ largely intact while shifting emphasis to other health initiatives.
Apple has not commented on any potential changes, leaving much of the current landscape rooted in speculation.
The new report arrives just weeks after Apple publicly presented 2025 as a major expansion of its fitness ecosystem. In an interview last month with Athletech News, two of Apple’s senior fitness leaders described the company’s hardware and AI updates as a broadening of entry points for users across all fitness levels.
Julz Arney called the launch of AirPods Pro 3 “the biggest expansion of the fitness ecosystem ever.” Arney also positioned Workout Buddy, Apple’s new generative-AI motivational tool, as a way to surface personalized encouragement rooted in users’ long-term activity histories.
“Our users have invested so much sweat equity in our fitness ecosystem,” she told ATN. “Workout Buddy quickly analyzes all that sweat equity and pulls out inspiring moments so that when you start a workout, it feels meaningful and motivating.”
Apple’s public emphasis on an expanding, inclusive fitness ecosystem, spanning AirPods, Watch Ultra and the new AI features, contrasts with the internal uncertainty suggested by the latest Bloomberg report. Apple hasn’t commented on any potential changes, leaving much of the current landscape rooted in speculation.