Overview
- Bloomberg's Mark Gurman reports Apple is reassessing the fitness subscription after weak performance marked by high churn and limited revenue.
- Fitness+ will be managed within Apple Health under vice president Sumbul Desai, with the Health organization now reporting to Eddy Cue.
- The management change follows shifts tied to COO Jeff Williams' upcoming retirement, increasing pressure for better results.
- A shutdown is viewed as unlikely because the service is inexpensive to operate and has a small but loyal user base, according to the report.
- Launched in 2020, Fitness+ still costs $9.99 per month or $79.99 per year and sits alongside new ecosystem features like iPhone Workouts, heart-rate-enabled AirPods, and Apple Watch Workout Buddy.