Apple Cuts Some +Fitness Staff in First Ternus Layoffs

Apple has dismissed a number of employees from its +Apple Fitness service, marking the first round of job cuts since John Ternus took over as chief executive, Bloomberg reporter Mark Gurman says. The move affects staff who worked on the subscription fitness offering.

Why the cuts happened

Gurman reports that +Apple Fitness has not grown at the same pace as many of Apple’s other products and services and has not become a meaningful revenue driver for the company. That long-running underperformance was a central factor behind the personnel reductions.

Last year Gurman also reported that Apple was considering changes to how +Fitness is managed, including planned feature work such as AI-based dubbing for workout videos. Layoffs were identified at the time as one of several potential cost-saving measures Apple might use while reshaping the service.

Gurman says Apple is unlikely to shut +Fitness down entirely, noting that any reputational backlash from a full closure could outweigh the financial savings. Still, he cautions that the company may pursue similar cost reductions in other underperforming areas.

This is the first round of cuts since Ternus became CEO, but Gurman stresses that it does not necessarily mark the start of a broader, more frequent layoff strategy under his leadership. Some layoffs in lower-yield Apple projects, including a project tied to Vision Pro, were already under way days before the management handover from Tim Cook to Ternus, which frames the +Fitness reductions as a continuation of earlier cost-control actions.