Apple is reviewing the future of its paid Apple Fitness+ subscription, according to Bloomberg’s Mark Gurman, who reports the service is set for a reorganisation amid concerns about its performance.
Gurman says Apple is appointing new vice-presidents to take direct responsibility for Fitness+, in a move designed to apply fresh pressure on the team to improve engagement and results. Despite the scrutiny, Apple is not expected to shutter the platform, with the company aware that doing so would spark backlash from its loyal user base.
Even so, Fitness+ is described internally as Apple’s “weakest digital offering” within its Services division.
Apple Fitness+ is priced at $9.99 per month or $79.99 a year, and is also included in the Apple One Premier bundle.
