In the fast-evolving landscape of digital health and fitness, Apple Inc. finds itself at a crossroads with its Fitness+ service. Launched amid the pandemic-fueled boom in at-home workouts, the subscription-based platform has struggled to maintain momentum, prompting a significant internal review and reorganization. According to a recent report by Bloomberg’s Mark Gurman, the future of Apple Fitness+ is ‘under review’ as the company seeks to incentivize growth amid broader structural changes.

This scrutiny comes on the heels of a major reshuffle announced in October 2025, where Apple’s health and fitness divisions were moved under the Services group led by Eddy Cue. The move was precipitated by the impending retirement of longtime Chief Operating Officer Jeff Williams, as detailed in Bloomberg. Gurman noted that this reorganization aims to streamline operations and integrate fitness more closely with Apple’s burgeoning health initiatives.

Shifting Leadership Dynamics

The reorganization has profound implications for Apple’s executive structure. With Jeff Williams’ departure, responsibilities have been redistributed: the watchOS software now falls under Craig Federighi, head of software engineering, while hardware for the Apple Watch moves to John Ternus. This was highlighted in a tweet by Mark Gurman on X, formerly Twitter, where he stated, ‘Health and Fitness teams are being combined and moving under Eddy Cue’s Services division.’

Industry insiders view this as a strategic pivot to bolster Apple’s position in the competitive wellness market. As reported by 9to5Mac, the service’s performance has been lackluster, failing to meet internal expectations despite a dedicated user base. Gurman elaborated in his Power On newsletter that Apple is exploring ways to revitalize Fitness+, potentially through enhanced integrations with other Apple services.

Evolution of Apple Fitness+

Apple Fitness+ debuted in December 2020, as covered by The Verge, offering on-demand workout classes integrated with Apple Watch metrics. It quickly gained traction during lockdowns, but post-pandemic, growth has stalled. Recent updates, such as the January 2025 integration with Strava announced via 9to5Mac on X, aimed to attract more users by enabling seamless data sharing with the popular fitness app.

Despite these efforts, challenges persist. A post on X by MacHash echoed sentiments from 9to5Mac’s latest article, noting that Fitness+ is ‘under review’ due to underperformance. Sources indicate that while the service boasts high retention among subscribers, its overall subscriber numbers have not scaled as anticipated, prompting Apple to reconsider its standalone viability.

Integration with Health and AI Ambitions

The move to fold Fitness+ under the Health division is part of a larger strategy tied to Apple’s 2026 AI plans, as outlined in AppleInsider. This reorganization, effective from October 2025, positions fitness data as a core component of Apple’s health ecosystem, potentially leveraging Apple Intelligence for personalized workout recommendations.

Gurman’s reporting in Bloomberg suggests that AI enhancements could include advanced analytics from Apple Watch sensors, transforming Fitness+ into a more proactive health tool. A related article in MacRumors quotes Gurman: ‘The future of Apple Fitness+ is “under review” amid a reorganization of the service.’ This indicates a potential overhaul to align with AI-driven features expected in 2026.

Market Pressures and Competitor Landscape

Apple faces stiff competition from established players like Peloton and newer entrants such as Google’s Fitbit Premium. Posts on X from users like Munshipremchand highlight the ‘rollercoaster ride’ of Fitness+, with loyal fans keeping it afloat amid uncertain performance. Meanwhile, partnerships like the 2023 collaboration with Anytime Fitness, as tweeted by 9to5Mac, have attempted to bridge digital and physical fitness experiences.

However, internal metrics reveal gaps. According to insights shared in StartupNews.fyi, the service’s growth has plateaued, leading to this review. AppleInsider notes that the shift to Health oversight could enable deeper integrations, such as using AI to analyze sleep, activity, and nutrition data for tailored fitness plans.

Executive Transitions and Strategic Implications

The retirement of Jeff Williams marks a significant transition for Apple. As detailed in Cult of Mac, Williams oversaw health and fitness since their inception, and his exit necessitates this reshuffle. Eddy Cue’s expanded role in Services now includes these teams, potentially accelerating monetization through bundled offerings like Apple One.

Analysts speculate that this could lead to innovative features, such as AI-powered coaching. A Bloomberg article from October 2025 reports that Apple is ‘preparing to expand the roles of some top executives’ in response to Williams’ departure, emphasizing a focus on services growth.

Potential Outcomes and Industry Impact

Looking ahead, the review could result in anything from minor tweaks to a complete reimagining of Fitness+. X posts from AppleInsider and others suggest excitement around 2026 AI integrations, which might include predictive health insights derived from fitness data.

Ultimately, this reorganization underscores Apple’s commitment to health as a pillar of its ecosystem. As Gurman puts it in his newsletter, the changes are designed ‘to incentivize growth,’ positioning Fitness+ not just as a workout app, but as an integral part of Apple’s broader wellness narrative.

Broader Ecosystem Synergies

Beyond Fitness+, the reorganization affects related products like the Apple Watch. With watchOS moving to Federighi’s purview, as per Gurman’s X post, software updates could enhance fitness tracking capabilities. This aligns with reports from MacRumors about leadership changes aimed at fostering innovation.

Industry observers, including those on X like iThinkDifferent, note the ‘internal shake-up’ could make Fitness+ more competitive by leveraging Apple’s hardware-software synergy. For instance, future updates might incorporate advanced biometrics for real-time workout adjustments.

Challenges Ahead for Growth

Despite optimism, hurdles remain. Subscription fatigue and economic pressures have impacted services like Fitness+, with some users opting for free alternatives. Coverage in Bangla news via inews.zoombangla.com describes the ‘major service shakeup’ amid leadership changes.

Apple’s response, as inferred from various sources, may involve aggressive marketing and feature expansions. The Strava integration, praised in 9to5Mac posts, exemplifies efforts to build community and retain users through ecosystem connectivity.

Vision for the Future

As Apple navigates this transition, the integration of Fitness+ with Health and AI could redefine digital wellness. Insights from AppleInsider tie this to ‘Apple Intelligence plans for 2026,’ suggesting a future where fitness is proactively managed by smart algorithms.

In the words of industry commentary on X, this moment represents a pivotal ‘review’ for Fitness+, potentially emerging stronger through strategic realignment and technological innovation.