• Loading stock data...
Tuesday, November 5, 2024
The Best Employers in Sports survey is open through Nov. 6 Learn More

Apple’s Next Move

  • Apple launched Fitness+ in December.
  • The package integrates Apple Watch, Apple TV, Apple Music, and a workout video recommendation engine.
two_women_working_out
Apple

Apple CEO Tim Cook wants you to take a break from the devices and move your body. 

“I really believe that if you zoom out to the future and then look back and ask, ‘What has Apple’s greatest contribution been?’ it will be in the health and wellness area,” Cook told Outside Magazine.

With gyms closed or limited, Apple is bringing the workout experience into homes through Fitness+, a subscription service it launched in December.

Fitness+ combines many of the tech giant’s hardware and software capabilities: Apple Watch’s heart rate monitor, Apple Music for playlists, iPads to present classes with workout data displayed natively.

“Never discount the amount of innovation that can be in the future,” Cook said. “To use a baseball analogy, we are in the early innings.”

Fitness hardware and subscriptions have seen impressive investor interest lately.

  • Lululemon acquired Mirror for $500 million last June.
  • Amazon, Stephen Curry and several other star athletes joined Tonal’s $110 million funding round in September.
  • Peloton went public at $27 per share in September 2019 and has seen its stock price reach as high as $171 since then.
  • Beachbody is going public via a SPAC with a nearly $3 billion dollar valuation.

So how does Apple prioritize turning off the screens when its products have largely enabled our dependence on them? Cook admits he doesn’t know, but is searching for a solution.

“We take the challenge to continue innovating in that space just as seriously as we take the challenge to keep innovating in each of the product categories we’re in,” he said.

Beyond workouts, a recent Mount Sinai study found the Apple Watch could detect heart rate variability changes that can help identify COVID-19 — a testament to the potential of Apple’s health and wellness ambitions.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

NFL Center Connor McGovern Is the Heir to a Potato Empire

The NFL vet’s family provides potatoes for McDonald’s, Wendy’s, and others.
Vanderbilt Commodores fans head to the south end zone as the goal post is taken down by exuberant fans after beating No. 1 Alabama 40-35 at Vanderbilt Stadium in Nashville, Tenn., Saturday, Oct. 5, 2024.
opinion

Something New in College Football This Year: Parity

Upsets, surprises. CFB is more fun on the field than the NFL.
Sep 28, 2024; Tuscaloosa, Alabama, USA; GOP Presidential candidate Donald Trump waves flanked by former Georgia Bulldogs player Herschel Walker, recording art Kid Rock, professional golfer John Daily, Alabama senators Tommy Tuberville (R) and Katie Britt (R) during the second half of the game between the Alabama Crimson Tide and the Georgia Bulldogs at Bryant-Denny Stadium.

Mission Swing State: College Football’s Political Advertising Battle

Trump, Harris, and the PACs that support them are utilizing the sport.

The Untapped Revenue ‘Powder Keg’ of Women’s NFL Fandom

There’s a “boatload” of money at stake for brands and the league.
podcast thumbnail mobile
Front Office Sports Today

NFL Teams Face Crossroads at Season’s Halfway Point

0:00

Featured Today

Oct 19, 2024; Gainesville, Florida, USA; Florida Gators quarterback DJ Lagway (2) shakes hands while entering the locker room after a game against the Kentucky Wildcats at Ben Hill Griffin Stadium.
October 28, 2024

NIL Director Is the Trendy New Job in College Sports. But the Role Is Chaos

Athletic departments nationwide are hiring for what’s become their most important position.
FuboTV signage
opinion
October 26, 2024

Fubo’s Fight Against Streaming Giants Feels Futile

Fubo notched a legal win, but subs and stock still slump.
October 25, 2024

Inside The Wall at L.A. Clippers’ New $2B Home

FOS went inside the “contagious” energy at the L.A. Clippers’ Intuit Dome.
Peloton Bike

Peloton Earnings Beat Expectations As It Still Loses Subscribers

Peloton tapped Peter Stern, former Ford executive and cofounder of Apple Fitness+, to be its new CEO.
A view of a Nike retail store in New York City.
August 15, 2024

Nike Shares Surge As Bill Ackman Invests, Igniting Turnaround Hopes

The billionaire hedge-fund executive holds significant influence in the market.
September 4, 2024

Under Armour Sells MapMyFitness Back to Founders 11 Years Later

The founders sold the tracking app to the apparel giant in 2013.
Sponsored

World Series Delivers High-Demand Marquee Matchup

The hype around the World Series matchup drove ticket prices to record levels—but the Dodgers’ dominance quickly quieted the fervor.
August 13, 2024

Federer’s On Brand Continues Surge, Challenging Sportswear Giants

Earnings weren’t all positive for On, causing a dip in its premarket stock price.
Peloton
May 2, 2024

Peloton Timeline: CEO Changes, Layoffs, Recalls, and Falling Stocks

The company has fallen from grace after roaring success in 2020.
October 18, 2023

Peloton To Bring Live Sports To Its Fitness Devices

NBA League Pass will be available to watch on Peloton devices.
August 10, 2023

Alternative Golf Venues Thriving ‘Off-Course’ By Attracting Younger Players

In 2022, 15.5 million people participated in off-course golf activities.