“This speaks to the much bigger evolution of the company in the health care and fitness space, which is going to be multi-year in nature,” said Daniel Flax, senior research analyst at Neuberger Berman. “When it was first introduced, people wondered well ‘What will we use it for?’ It’s clear there are compelling use cases in the health and fitness arenas.”
Flax also said what differentiates Apple from competitors is its ability to integrate hardware, software and services in a simple and secure way. For example, Apple Watch metrics will show up on your iPhone during a workout. When the trainer says to check your heart rate, those numbers will animate on the screen, too.
Fitness+ will work with Apple Watches and will track metrics including heart rate, calories burned, pace and distance during the workouts. When trainers ask users to check their metrics during the workout, the numbers will automatically get bigger on their watch face.
The service will be available before the end of the year and cost $9.99 per month or $79.99 for a full year. One subscription can be shared with family members. With a new Apple Watch purchase, the company is offering three months of Fitness+ for free.
The virtual fitness space is increasingly crowded, and it remains to be seen how well its offering will stack up against competitors like Peloton or Mirror, which was recently acquired by fitness outfitter Lululemon.