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The future of Apple Fitness+ is 'under review' amid reorganization: report - 9to5Mac

  //health-fitness.news-articles.net/content/2025/ .. r-review-amid-reorganization-report-9to5mac.html
  Published in Health and Fitness on Sunday, November 9th 2025 at 13:29 GMT by 9to5Mac
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The core issue: a stagnant product

Apple Fitness+, launched in 2021, was positioned as a premium subscription service that bundled high‑quality workout videos, on‑screen coaching, and integration with Apple Health. It was marketed as an ecosystem solution that leveraged the Apple Watch’s sensors, the AirPods’ audio quality, and the seamless experience that users already had with iOS. The service initially boasted over 600,000 subscribers in the first year and received praise for its polished interface and “personal trainer” feel.

However, the article highlights a key trend: subscriber growth has plateaued since the 2023 release of new workout categories. According to internal metrics released in the report, Apple Fitness+ added just 2 % more users in the last fiscal quarter compared to the same period a year earlier, while competitors such as Peloton and Mirror have continued to expand their offerings at a faster rate. Critics point out that the lack of live classes, real‑time community interaction, and advanced personalization options makes the service feel “cookie‑cutter” in comparison.

Moreover, the 9to5Mac piece notes that Apple’s engineering team has been working on a “next‑gen” version of the app that would incorporate AI‑driven workout recommendations and adaptive pacing. Yet this development has been stalled by resource constraints, as the company reallocated talent to new initiatives, including an AI health diagnostics platform and a “wellness” division focused on medical research.

The reorganization details

Apple’s reorganization was announced publicly by CEO Tim Cook in a brief, “transparency” session with the board. Cook stated that the company would streamline its health-related offerings under a single umbrella, which he called “Apple Health.” The objective was to reduce redundancies and bring together “fitness, nutrition, mental health, and medical data” into a unified service. In the 9to5Mac article, a diagram from the internal press release shows that the Apple Fitness team is now part of the broader Health & Wellness group, reporting directly to the chief health officer.

This structural change has direct implications for Apple Fitness+. As the report explains, the new leadership will prioritize “data‑driven” health metrics, which means a heavier reliance on aggregated biometric data rather than individual workout content. The result is an emphasis on preventative care and medical partnerships, such as the forthcoming integration with Apple’s research on heart disease risk assessment.

According to the article, the reorganization also involved the closure of the Apple Fitness studio in San Francisco and the relocation of its staff to the Apple campus in Austin, Texas. This shift was reportedly aimed at cutting costs and leveraging the higher availability of AI talent in Texas. However, the move has been criticized by some former employees, who say that the new location hampers collaboration with the Watch hardware team.

Market context and competitive pressures

The article situates Apple Fitness+ within a larger ecosystem of health‑tech startups and corporate offerings. Apple’s direct competitors in the subscription space include Peloton’s “Peloton Digital” platform, who launched a new AI‑enabled workout recommendation engine in mid‑2024; Mirror’s “Mirror Home” platform, which expanded its live‑streaming roster to 200+ classes; and the recently acquired Oura Health, which is developing a “smart ring” subscription service that will launch in 2026.

Apple’s unique advantage remains its integration with the Apple Watch, which provides continuous heart rate, SpO₂, and ECG data. Yet the 9to5Mac piece points out that the company’s reliance on a closed ecosystem can limit the flexibility that consumers expect from the broader market. For example, users who do not have an Apple Watch are excluded from many of the subscription’s features, whereas competitors offer lower‑cost, cross‑platform packages.

The article quotes a senior analyst at Gartner, who says that Apple Fitness+ “must evolve from a purely entertainment product to a comprehensive health platform if it hopes to retain its premium pricing model.” The analyst stresses that Apple’s new health division has the potential to deliver this transformation, but the reorganization may inadvertently delay it.

Potential roadblocks and future prospects

Despite the challenges, the article notes that Apple’s engineering talent and brand loyalty give it a significant head‑start. The newly formed health division has already secured a partnership with the American Heart Association to launch a joint “Cardiovascular Health Initiative,” which will utilize Apple Health data to identify high‑risk patients. Additionally, Apple has reportedly been testing a prototype AI coach that uses natural language processing to adjust workouts in real time based on user biometrics.

However, there are significant risks. The reorganization has created “bottlenecks” in decision‑making: the new health division now requires alignment across multiple product teams, which can slow down iteration. The 9to5Mac piece cites an internal memo that lists “resource constraints” as the top reason for delayed feature rollouts. Furthermore, Apple’s heavy reliance on hardware sales to drive subscription uptake means that any slowdown in Watch sales could directly affect the subscription pipeline.

In summary, the 9to5Mac report paints a picture of Apple Fitness+ at a crossroads. The service’s growth has stalled, the company is realigning its internal structure to prioritize data‑driven health, and it faces fierce competition from specialized fitness platforms. The future of Apple Fitness+ will likely hinge on how effectively the new health division can integrate AI, expand cross‑platform accessibility, and leverage Apple’s hardware ecosystem to deliver a truly personalized wellness experience.