Unveil

Apple's big unveiling event: Apple Fitness+, Apple One, and "Club Apple"

Wednesday, September 16, 2020 by Snacks

No crowd, no turtleneck... Apple unveiled a bunch of new hardware at its big product event yesterday. The TLDR: a new fancy iPad, a new basic iPad, and two new watches. On the software side, the iOS 14 iPhone update drops today (so we can finally understand App Clips and reply to iMessages in threads). But the announcement that really interested us might have Peloton sweating:

  • Apple Fitness+: A fitness subscription service for Apple Watch. The limit for the number of plus signs that can be added to subscription services unfortunately does not exist.
  • iPhone, iPad, or Apple TV: Where your Fitness+ workout will start. As you spin, dance, and stretch to your screen of choice, workouts sync with your watch for metrics tracking.
  • $9.99/month: How much you'll fork out for unlimited on-demand workouts, from HIIT to yoga to rowing. Each week, Apple will serve up fresh classes with new Apple trainers.

Club Apple is here... Yesterday, Apple also officially announced its "Apple One" services bundles — they'd been rumored since August. The $15/month tier bundles Apple: Music, TV+, Arcade, and iCloud storage. The $30/month tier has those, plus Apple News+ and Fitness+ (plus plus plus).

THE TAKEAWAY

Apple wants you more connected than ever... Including Fitness+ in the bundle could be key to that, since Apple TV+, News+ and Arcade aren't exactly hits. For customers, bundles cost less than subscribing to each service individually. For Apple, bundling helps score more subscribers and ensure that you're interacting with its products every waking hour. The goal is that you never leave the Apple ecosystem. Apple anchored you with iPhone and Apple Watch — now it's leveling up its lifestyle control with services.

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