Apple is shaking up its fitness game, and it’s all tied to a bold AI-driven future. But here’s where it gets controversial: the tech giant is shifting Apple Fitness+ under its Health division as part of a larger 2026 AI strategy, and not everyone is convinced it’s the right move. Let’s break it down.
In October 2025, Apple announced that Apple Fitness+ would move from COO Jeff Williams’ oversight to the Health division, coinciding with his retirement. At the same time, whispers emerged about a potential Health+ subscription service launching in 2026. Now, Bloomberg has not only confirmed these rumors but also linked them to Apple’s broader Apple Intelligence initiative. According to the report, Health+ will include a health chatbot—an AI assistant designed to help users monitor their well-being. Sounds futuristic, right? But is it practical, or just another tech gimmick?
This shift comes alongside the anticipated redesign of Siri in iOS 27, expected in June 2026. However, it’s also happening as Apple Fitness+ undergoes a reported review. Why? Because, despite being one of Apple’s least popular paid services, it’s relatively inexpensive to operate compared to heavyweights like Apple Music or Apple TV. Bloomberg suggests this low cost is keeping it afloat—avoiding user backlash and negative press. But is that enough to justify its existence?
Merging Apple Fitness+ into Health+ seems like a no-brainer. The move could boost visibility and create a more cohesive offering. Yet, this is the part most people miss: the success of this integration hinges on renewed efforts to improve the service’s popularity. Dr. Sumbul Desai, now overseeing the service under Eddy Cue, will reportedly lead these efforts. But will it be enough to turn things around?
As Apple Fitness+ approaches its fifth anniversary, it’s worth noting what it offers: for $9.99/month (or as part of the Apple One bundle), users get access to a wide range of workout programs for all fitness levels. It also regularly adds new content, including annual updates to its Time to Run and Time to Walk series, where users can listen to celebrities while exercising. Sounds appealing, but why hasn’t it caught on like other Apple services?
Here’s the thought-provoking question: Is Apple’s AI-driven Health+ strategy a game-changer, or is it just repackaging existing services under a shiny new label? Let us know your thoughts in the comments—do you think this move will revitalize Apple Fitness+, or is it too little, too late?
