Apple Fitness

What it does

Apple Fitness is a comprehensive health and activity hub designed to work with the Apple Watch and iPhone. The app tracks daily movement through its signature 'rings,' logs detailed metrics from workouts, and provides a summary of activity trends over time. It also serves as the gateway to Fitness+, a subscription service offering a vast library of guided video workouts and meditations from professional trainers across various disciplines.

Where it shines

The app excels at integrating data and functionality into a cohesive, motivating experience. The main Summary dashboard is a standout feature. At 00:49, the user is prompted to customize it, allowing them to build a personal dashboard with the metrics they care about most. Another strong moment is the flexible goal setting shown at 01:22, which lets users adjust their daily target temporarily without altering their long-term goal, a forgiving design that understands real-world fitness habits. Finally, the granularity offered when deleting a workout at 02:42, which separates the app entry from the core Health data, shows a deep respect for user data control.

UX highlights

Customizable Dashboard: The ability to edit the Summary tab (00:49) allows users to prioritize information, from step counts to recent workouts, making the home screen truly their own.
Multiple Entry Points: Key actions like changing a goal can be accessed from multiple places, such as the Account screen (11:37) or directly from the activity ring view (01:22), accommodating different user paths.
Data-Rich Previews: When adding cards to the summary (00:52), the previews are populated with the user's actual data, making the value of each widget immediately clear.
Clear Data Deletion: The app provides a choice to delete only the workout log or the associated health data (02:42), offering granular control that builds trust.
Contextual Actions: Tapping the activity ring (01:11) takes you to a detailed daily view with relevant actions like changing goals or pausing the ring, making navigation intuitive.
In-App Video Previews: Users can preview Fitness+ workouts (07:45) directly within the workout detail screen before committing to the full session.

Monetization & growth

The primary monetization strategy is the Apple Fitness+ subscription, which is presented as a soft paywall. The user can explore the entire tracking side of the app without subscribing. The offer is clearly presented in a dedicated tab at 05:22, leading with a "Try 1 Month Free" offer. The subscription modal at 05:37 shows two options: a monthly plan and a link to an annual plan, providing a choice between lower commitment and better value. The app also uses awards and streaks (03:47) to drive long-term engagement and habit formation.

Who it’s for

Apple Fitness is for iPhone and Apple Watch users who want to track their daily activity and engage in guided workouts. It caters to a broad audience, from beginners who need guidance setting their first move goal (00:35) to data-savvy individuals who want to analyze their long-term activity trends (04:21). The inclusion of Fitness+ makes it ideal for people who enjoy a variety of studio-style workouts like HIIT, Yoga, and Strength training but prefer the convenience of working out at home.

Notes & opportunities

While the app is incredibly powerful, the sheer volume of features can be overwhelming. The "All Categories" screen (05:12) lists twelve different sections, which could be a lot for a new user to parse. The distinction between the free activity tracking features and the paid Fitness+ content is clear, but the navigation between the two could be slightly more integrated. For instance, a user viewing their running trends might appreciate a direct link to recommended running workouts within Fitness+ from that same screen.