This article first appeared on GuruFocus.
Apple (NASDAQ:AAPL) is starting 2026 by leaning into something Tim Cook genuinely seems to care about: helping people actually stick with healthier habits.
This time, it’s through Fitness+. Apple is rolling out a simple 4-week reset program in January that mixes strength, HIIT, and yoga. It’s clearly designed for people who fall off their routines after the holidays and need a gentle push to get moving again. Apple’s also freshening things up with new music-driven workouts featuring artists like Karol G and Bad Bunny in February.
Apple says its data backs this up. More than 60% of Apple Watch users increased their exercise time early in January, and most didn’t quit when Quitter’s Day hit. A lot of them kept going into February and March.
Fitness+ now runs in 48 regions and sits inside Apple’s Services business, which brought in $28.75 billion last quarter. At $9.99 a month, Apple isn’t just selling workouts. It’s trying to build habits people actually keep.