Fitness+ Service at Apple: Too Many Cancellations, Too Few Customers?
10 Euros per month for Apple's sports videos. Internally, there are reportedly considerations to rethink the future of Fitness+.
Apple Fitness+ combines content with various Apple devices.
(Image: Apple)
Apple's sports service Fitness+ appears to be under internal observation at Apple. The offering is reportedly one of the weakest digital services, writes the Bloomberg citing informed sources. The service, costing 10 Euros per month (annual price: 79 Euros), offers a wide range of sports videos. These are linked to Apple devices such as the iPhone, Apple TV, or Apple Watch – meaning, for example, that during a class, heart rate or calorie consumption can be displayed live.
Management Overhaul
According to the report, Fitness+ suffers from a high rate of user churn and does not generate significant revenue. The future of the service is therefore "under review," according to Bloomberg. However, the offering can be operated cost-effectively, and Apple wants to avoid a "backlash" if it were simply discontinued. "There is enough loyalty from a small fan base [for the service]."
Videos by heise
Currently, management changes are underway. Apple's head of health, Sumbul Desai, is to take over the overall management of the service into her portfolio – along with other health-related areas. Desai reports directly to head of services Eddy Cue. This could therefore create "fresh pressure" for Fitness+ to improve its results.
Internal Disputes?
In the summer, there was a report by The New York Times according to which there had been internal tensions at Fitness+. The head of the department was accused of "bullying," and a former employee is suing Apple because of it. The iPhone manufacturer denied the allegations. An internal investigation found "no evidence of misconduct." The New York Times report contained "many inaccurate claims and misrepresentations," according to Apple.
Fitness+ has recently made little progress. While the service regularly receives new content, hardware ideas have not yet been implemented. Competitors like Peloton can directly access their products, such as stationary bikes or treadmills, which Apple does not have in its portfolio. Instead, the company has to rely on connectivity options to the Apple Watch, which various manufacturers still have not implemented. This leads, for example, to workouts in the gym not being correctly recorded in Apple Health.
Empfohlener redaktioneller Inhalt
Mit Ihrer Zustimmung wird hier ein externer Preisvergleich (heise Preisvergleich) geladen.
Ich bin damit einverstanden, dass mir externe Inhalte angezeigt werden. Damit können personenbezogene Daten an Drittplattformen (heise Preisvergleich) übermittelt werden. Mehr dazu in unserer Datenschutzerklärung.
(bsc)
