Apple’s Health Strategy: A Shifting Landscape
Apple’s future in the digital health and fitness space is undergoing a significant reassessment. While the company continues to invest heavily in health-related technologies, recent reports suggest a recalibration of its strategy, particularly concerning dedicated subscription services. The future of Apple Fitness+ is currently “under review,” according to Bloomberg’s Mark Gurman.
From Dedicated Service to Integrated Ecosystem?
The initial vision of a standalone “Apple Health+” service, offering AI-powered health recommendations, appears to be evolving. Gurman now believes Apple is more likely to integrate health and fitness features directly into its existing ecosystem, potentially as a combined subscription offering with the existing Health app. This shift suggests Apple recognizes the challenges of launching and sustaining yet another subscription service in a crowded market.
“If I were to guess, Apple will ultimately meld its Health app with Fitness+ in some fashion — perhaps offering it as a combined subscription,” Gurman stated.
Apple Fitness+: Current Status and Value
Launched in 2020, Apple Fitness+ provides a library of trainer-led workout and meditation videos accessible across iPhone, iPad, and Apple TV. Currently priced at $9.99 per month or $79.99 per year in the U.S., it’s also bundled within the Apple One Premier package at $37.95 per month. Despite the review, Fitness+ remains a valuable offering for Apple users seeking guided fitness experiences.
The Role of AI and the A20 Chip
While the dedicated Health+ service may be scaled back, Apple’s commitment to AI in health remains strong. Features originally intended for Health+ are now expected to be rolled out individually, leveraging the power of artificial intelligence to provide personalized health insights. This aligns with broader industry trends, where AI is increasingly used for preventative health and wellness.
The upcoming iPhone 18 Pro Max is rumored to deliver next-level battery life, potentially with a battery capacity of 5,100 to 5,200 mAh, combined with the efficiency improvements of the A20 Pro chip made with TSMC’s 2nm process. This could significantly enhance the capabilities of health and fitness tracking features.
Siri’s Evolution and the Impact of LLMs
Apple is also poised to significantly upgrade Siri with the iOS 26.4 update. The new version of Siri will rely on large language models (LLMs) and has been updated from the ground up. While not directly comparable to ChatGPT or Claude, this upgrade will dramatically improve Siri’s ability to understand and respond to user requests, potentially enhancing its role in health and fitness interactions.
What’s Next for Apple and Health?
Apple’s reorganization, moving Health and Fitness teams to report to Eddy Cue, signals a renewed focus on integrating these features into the broader Services division. This suggests a strategic move to leverage Apple’s existing subscription infrastructure and user base.
FAQ
Q: Is Apple Fitness+ being discontinued?
A: Not necessarily. Its future is currently under review, but Apple hasn’t announced any plans to discontinue it.
Q: What happened to Apple Health+?
A: Plans for a separate Apple Health+ subscription service have been scaled back, but features originally intended for it will be rolled out individually.
Q: Will Siri be able to provide health advice?
A: The upgraded Siri, powered by LLMs, will be able to provide more comprehensive and intelligent responses, potentially including health-related information.
Q: What is Apple One Premier?
A: Apple One Premier is a subscription bundle that includes Apple Fitness+, Apple Music, Apple TV+, Apple Arcade, and iCloud+ with 2TB of storage.
Did you recognize? Apple turns 50 in 2026, and Tim Cook has promised to celebrate the milestone with special plans.
Pro Tip: Regularly update your iOS to access the latest health and fitness features and improvements.
Stay tuned for further updates as Apple continues to refine its health and fitness strategy. Explore our other articles for more insights into the latest Apple news and innovations.
