Apple Introduces Fitness+

By Adriaan Brits Tuesday, December 15, 2020

Apple launched Fitness+, a new fitness service powered by Apple Watch. The service is subscription-based and costs $9.99 per month or $79.99 per year.

Competing With Peloton

Apple hopes to increase its user base by entering a new market. The online workout market has skyrocketed in 2020 amid the pandemic, and Apple hopes it will be able to compete with Peloton, which saw its revenue surge by 232% to $757.9 million in the last quarter.

To start using this new subscription-based fitness app, users will need an Apple Watch to watch and follow the pre-recorded exercise videos, which are available on iPhones, iPads, and Apple TV. The app is highly-personalized to keep users interested and committed to their workouts as they pursue their fitness goals.

Regardless of whether you’re just a beginner or highly-experienced, the workout videos on Apple Fitness+ feature a trainer demonstrating modifications that all types of users can follow.

“Apple Fitness+ offers 10 different workout types across a range of durations, including High Intensity Interval Training (HIIT), Strength, Yoga, Dance, Core, Cycling, Treadmill (for running and walking), Rowing, and Mindful Cooldown — along with inspiring music from today’s top artists, thoughtfully chosen for each workout to keep users moving and motivated,” states the official post from Apple.

The service also involves the workout program called “Absolute Beginner” for those who have no or little experience in fitness. This program features pre-recorded video material on HIIT, Strength, Core, and Yoga, which beginners can use to prepare for studio workouts, which take place on a weekly basis.

“Users will have a really personal experience with Fitness+. The user’s Apple Watch metrics come to life on their screen during pivotal moments in their workout, so they’re a really powerful tool for motivation and we love incorporating them into our workout design,” said Sam Sanchez, one of the Apple Fitness+ trainers.

Still, some analysts believe that Fitness+ can’t compete with Peloton.

"When compared to Peloton, we really are talking about two different consumers," Claude Zdnaow, the founder and CEO of marketing agency holding company Stadiumred Group, told Business Insider.

"For Peloton, that's [for] one that wants a workout machine-enabled premium product that is all-in-one. That's a very premium and different customer than the broad spectrum of users who may embrace the Apple Fitness Plus solution."

Fitness+ can be used by six family members, allowing household members to share the subscription fee and use the service together.

Apple Watch Sales May Surge

Fitness+ is also a great way for Apple to promote its Apple Watch. It will lock Apple users into its ecosystem even more and it couldn’t come at a better time given the global circumstances regarding the coronavirus pandemic as people avoid or are prohibited from visiting gyms.

The app is perfectly synchronized with the Apple Watch. Users can choose the desired workout program and hit start. The Apple Watch will measure the user’s heart rate, the time elapsed, burned calories, and more during the workout. Exercise minutes, calories, and standing minutes will appear as rings on the Apple Watch screen which users should attempt to close by the end of the workout.

Furthermore, users that own an Apple Watch and pay a Fitness+ subscription can use any Apple TV that has the installed Fitness+ app. So, for example, if you have rented a hotel room or an apartment somewhere in the world that has an Apple TV, you can use it to do your workouts.

Fitness+ will have pop-up, recommended classes. These will be based on one’s previous workouts, making it much easier to find classes on Apple devices. Users can also filter the workouts while searching by their duration, instructor, or even type of music.

Overall, Fitness+ is an all-encompassing workout that can be used by anyone. Each workout has certain modifications explained by the instructor to make it easier for users that have been less physically active.

“One of the things we’ve heard that’s been consistent is that working out is tough for people. If you’re a beginner, it’s tough because you don’t know what to do, you don’t know where to start, or maybe you’re not in great shape and going to a gym or taking a class is actually way too much of a commitment when you’re brand-new,” said Apple’s director of fitness technologies Jay Blahnik in a recent interview.

Users who already own an Apple Watch will get a month of a free trial of Fitness+, while those who decide to buy Apple Watch Series 3 (or newer) will be able to use the service for three months free of charge.


Apple has introduced its new app-based fitness service called Apple Fitness+. People have been increasingly working out at home for a better part of this year and Apple saw an opportunity to enter a market that is still largely untapped.

About the Author

Headshot for author Adriaan Brits
As an analyst of global affairs, Adriaan has an MSC from Oxford, with diverse interests in the digital economy, entertainment, and business. He is a specialist trainer in Advanced Analytics & Media.

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