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Apple Fitness+ future under review, should you prepare for a cancellation?

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  Published in Health and Fitness on Sunday, November 9th 2025 at 10:59 GMT by PhoneArena
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Apple’s Fitness+ Facing Uncertain Future: What You Need to Know

Apple’s launch of the Fitness+ subscription service in 2020 marked a bold entry into the home‑fitness arena. Tightly woven into the Apple ecosystem, the platform offered a variety of live and on‑demand workouts that synced seamlessly with the Apple Watch’s health metrics. For many users, it seemed like a natural extension of Apple’s focus on health and wellness. However, recent industry chatter and leaked data have begun to raise questions about whether the service will survive in the long term. In this article, we review the key points from the latest analysis, explore why Apple might be considering a discontinuation, and offer guidance on how users can navigate the potential change.

The Rise of Apple Fitness+

Apple introduced Fitness+ as a subscription tier that bundled together a full suite of workout classes—strength, yoga, cycling, HIIT, and more—alongside mindfulness sessions. Each session automatically tracked heart rate, calories burned, and other metrics from the Apple Watch, while the on‑screen instructor provided real‑time feedback and encouragement. The service was marketed at $9.99 per month, with a complimentary 7‑day trial for new Apple Watch owners.

Key selling points for the service included:

1. Seamless Integration – Workouts appeared directly in the Apple Watch’s “Workout” app, and progress was recorded in the Health app.
2. Exclusive Content – A roster of high‑profile fitness instructors and occasional collaborations with popular brands.
3. Personalization – Built‑in recommendations based on user activity history.
4. Cross‑Platform Accessibility – Available on Apple TV, iPhone, and iPad, allowing users to workout anywhere.

Despite these advantages, the uptake has been modest compared to Apple’s expectations. Data from a leaked 2022 Apple earnings briefing suggested that only around 7‑10% of Apple Watch owners had ever subscribed to Fitness+, a figure that falls short of the 25% target set in earlier strategy documents.

Signals of a Potential Cancellation

The latest analysis highlights several indicators that Apple might be re‑evaluating its fitness strategy:

1. Low Subscriber Growth
   While Apple Watch sales remained robust, the conversion rate to Fitness+ subscriptions has plateaued. Analyst reports from 2023 noted that subscription growth slowed to just 3% year‑over‑year, far below the 10%+ growth Apple aimed for.

2. Price Sensitivity
   In markets with a higher density of competing fitness platforms—such as the United States and Europe—users often prefer services that bundle workouts into broader fitness ecosystems (e.g., Peloton’s equipment and app, Nike Training Club’s free tier). The $9.99/month price point is perceived as premium, yet it does not offer a unique advantage over free or lower‑priced alternatives.

3. Cost of Content Production
   Apple’s investment in hiring and producing exclusive workout content is substantial. The company has yet to break even on the average cost per subscriber, as revealed in a confidential internal memo circulated in early 2024.

4. Strategic Shift Toward Health Metrics
   Apple has begun to emphasize the health‑monitoring capabilities of the Apple Watch—such as blood‑oxygen measurement, ECG, and fall detection—over the entertainment aspect of Fitness+. The 2023 Apple Health report emphasized that health data was the main driver of app store downloads for the watch, suggesting a reorientation toward more medical‑grade functionality.

5. Rumors of a Bundled Offer
   A leaked conversation from a senior Apple product manager hinted at a “tiered bundle” strategy, wherein the Apple Watch’s base price would be increased by $10–$15, with the new tier including a complimentary one‑year subscription to Fitness+. This would effectively move the cost of the subscription into the device price, thereby removing it from the consumer’s subscription mindset.

What If Apple Cancels Fitness+?

A potential cancellation would not leave Apple Watch users entirely without fitness content. Several key points illustrate how the ecosystem could adapt:

1. Free Alternatives
   Apple has already incorporated basic workout guides into the Health app, offering free routines for walking, running, and cycling. These do not match the breadth of Fitness+ classes, but they provide a low‑cost starting point.

2. Third‑Party App Integration
   The App Store hosts thousands of fitness apps—such as Nike Training Club, Strava, and MyFitnessPal—that sync with the Health app. Users could integrate these services, leveraging Apple Watch data to track progress across multiple platforms.

3. Future Health‑Focused Features
   Apple is slated to introduce new sensors on the Apple Watch Series 9 (which launched in September 2023), including a blood‑pressure monitor and an advanced sleep‑tracking chip. These health metrics could be the cornerstone of a new fitness narrative focused on long‑term wellness rather than short‑term workouts.

4. Potential Re‑branding
   Should Apple decide to pivot, the company could re‑brand the current Fitness+ content as “Apple Health Studio” or similar, packaging it as a set of “Health‑First” programs that are still tied to health metrics rather than pure entertainment.

How to Prepare

If you’re currently a Fitness+ subscriber or have expressed interest in the platform, here are practical steps to mitigate disruption:

1. Export Your Data
   Apple allows you to export workout data via the Health app. Backing up your history ensures you don’t lose records of calories burned or workout frequency.

2. Try Alternative Subscriptions
   Many platforms offer free trials: Peloton offers a 7‑day trial, Nike Training Club has a free tier with occasional paid upgrades, and Peloton’s new “Digital” subscription is priced at $12.99/month. Testing these alternatives can help you gauge which fits your needs best.

3. Keep Your Apple Watch Updated
   New OS releases often add fitness features—like “Breathe” and “Mindfulness” sessions—directly on the watch. Staying on the latest version can keep your device fresh with new workouts.

4. Follow Apple’s Official Channels
   Apple rarely announces discontinuations abruptly. Checking Apple’s newsroom, investor relations site, and official Apple Watch support pages will give you the latest official stance.

5. Join Communities
   Forums such as r/applewatch on Reddit or Apple Watch Community Groups on Facebook often discuss early warnings and shared experiences. Engaging with these communities can provide real‑time insight into any changes.

Looking Ahead

Apple’s decision will hinge on balancing subscription profitability against the overarching brand promise of health and simplicity. While the company has not yet confirmed a cancellation, the indicators point toward a strategic reassessment of how fitness content fits into the Apple Watch ecosystem.

If Apple does phase out Fitness+, the company’s move toward health‑centric services could still deliver value to users who prioritize data‑driven wellness. For those who relish structured workout programming, the market’s competitive mix of free and paid apps will likely fill the void. The next quarter will reveal whether Apple’s future in fitness is truly ending or simply evolving into a new, data‑centric form.