Apple
Apple is becoming a force in digital fitness.
The latest: Retooling its subscriptions, Apple is making Fitness+ available to all iPhone users—without the need for an Apple Watch—in the 21 countries where the service operates.
Since launching in December 2020, Apple has built a library of 3K+ on-demand workouts, including HIIT, meditation, yoga, and more. Upgrading iOS 16, the new Fitness app becomes a gateway to subscription content, including celebrity-narrated Time to Run and Time to Walk programming.
Why it matters: As the market for expensive connected equipment slows, content is king again — and hardware-agnostic operators stand to gain.
For its part, Fitness+ does include companion content for equipment-based indoor cycling and rowing workouts, where members can use any machine. And compared to digital-only competitors, Apple is already in the hands of most consumers.
As of this June, 50% of all US smartphone users have an iPhone, meaning more than a hundred million people could eventually opt in.
Zooming out: In making the service the de facto platform for audio/video workouts and guided meditation—while complementing it with health data, hearables, and adventure watches—Apple is running its integration playbook to perfection.
