Apple Fitness+ may get major overhaul amid poor results: Mark Gurman

Apple is currently re-evaluating the future of its subscription-based fitness service, Apple Fitness+, which is reportedly undergoing significant internal changes. According to insights from Bloomberg's Mark Gurman in his latest Power On newsletter, Fitness+ is viewed as one of Apple's less successful digital products, grappling with high customer turnover and modest revenue figures. Despite these hurdles, the service has managed to cultivate a small, loyal user base, making a complete discontinuation unlikely in the near future. Gurman highlights that the operational costs for Fitness+ are relatively low, suggesting that Apple may wish to avoid any negative publicity associated with shutting it down entirely. Launched in 2020, Apple Fitness+ provides an ad-free experience with guided workout videos that span various exercise categories, including yoga, strength training, and high-intensity interval training (HIIT). The service is priced at $9.99 per month and is also included in the Apple One Premier bundle, which consolidates several of Apple's subscription offerings. In a bid to rejuvenate the platform, Apple is appointing Dr. Sumbul Desai, the vice president of health, to lead Fitness+. This shift will see the platform integrated into the broader health division, with expectations of increased accountability and performance standards under the oversight of Eddy Cue, Apple’s senior vice president of services. Gurman speculates that this restructuring may indicate a concerted effort to boost user engagement and profitability for Fitness+. Alongside these changes, Apple is reportedly working on several new satellite capabilities for upcoming iPhone releases. This includes an API aimed at allowing third-party developers to incorporate satellite connectivity into their apps, contingent upon developer participation and app compatibility. Future updates to Apple Maps may also take advantage of satellite technology, enhancing navigation without reliance on Wi-Fi or mobile data. Furthermore, Apple is exploring advanced satellite messaging options, which could enable users to send images in addition to text messages. Notably, the next generation of iPhones might address a current limitation of satellite services, allowing devices to maintain satellite connections even when not directly facing the sky, such as when placed in pockets or used indoors, thus significantly enhancing usability.