Bloomberg‘s Mark Gurman says the future of Apple Fitness+ is “under review” amid a reorganization of the service. Gurman’s comments came in Sunday’s edition of his “Power On” newsletter.
Gurman said that Apple Fitness+ is one of the company’s “weakest digital offerings,” with the service suffering from high churn and little revenue. However, the service has a small but loyal fanbase, which would make it difficult for Apple to shut down without facing vocal backlash.
Gurman says the service is inexpensive enough to operate that the negative headlines the company would face for shutting down Fitness+ isn’t worth the small amount of money the move would save.
That said, Gurman says the “future of Fitness+ is under review.” He revealed that the service will soon be under new management, as Apple health vice president Sumbul Desai will take control of the service. The health division, now including Apple Fitness+, will report directly to services chief Eddy Cue. The reorganization will likely add to the pressure to improve results.
Apple Fitness+ first launched in 2020 as an ad-free video-on-demand guided workout streaming service. The service costs $9.99 per month on its own and is available at a discount as part of the Apple One Premier bundle.
