Apple is considering folding its Fitness+ subscription service into a broader Health+ offering, amid an internal review triggered by recent leadership reshuffles.
The move, reported by Bloomberg News‘ Mark Gurman, stems from dissatisfaction with Fitness+’s stagnant growth and high user churn since its 2020 launch—despite its low operational costs and loyal niche following.
In October 2025, following COO Jeff Williams’ retirement announcement, the Fitness+ team was shifted under VP of Health Sumbul Desai, who now reports to Services chief Eddy Cue, intensifying scrutiny on the $9.99/month workout platform.
The anticipated Health+ service, slated for a 2026 debut alongside Apple Intelligence expansions, would bundle Fitness+ workouts with AI-powered features like a personalized health coach, nutrition tracking, sleep insights, and predictive wellness advice drawn from Apple Watch and iPhone data.
Mark Gurman for Bloomberg News:
The financial performance of the service has been mediocre, but there are some broader issues here.
Apple has way too many subscription services, and it’s gotten confusing for the average customer. Now, the company has tried to fix this with the Apple One bundle, which starts at $20 a month. It’s not a bad price for what you get, but customers often don’t want everything that’s included. The next step could be to offer a build-your-own bundle with variable pricing.
Where does that leave Fitness+? If Apple doesn’t do this custom bundle approach, I expect it to kill the standalone offering and pair it with Health+ when that launches next fall.
MacDailyNews Take: We’d love for Apple to offer a build-your-own bundle! Also, Fitness+ is a valuable service which we use via our Apple One subscription. We want it to continue. If you subscribe to Apple One and haven’t yet checked it out, give Apple Fitness+ a try!
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