Just hours after the reveal of Apple’s new
“They’re just going to be the content,” Foley said. “And we think the special sauce, the magic, is our connected platforms and in order to work out at home you need a stationary bike if you’re going to be biking, you need a treadmill if you’re going to be running.”
Setting aside for a moment the fact that nobody actually needs a treadmill to run or even equipment to exercise, Peloton seems to be missing the fact that it will be competing against Fitness+ for subscribers.
Particularly if Fitness+ is as good as many of us likely anticipate it will be, there’s no reason to believe a would-be Peloton customer wouldn’t forego the company’s pricey equipment to instead focus on an app they’re already paying for through Apple One. Plus, what’s included in Fitness+ is yet to be seen, but promotional materials during Apple’s event today appeared to indicate that indoor cycling would be included. What’s to stop someone from buying their own—presumably far more affordable—stationary bike and deferring to Apple’s instructors? It certainly helps that Apple’s pricing for many of its apps, but especially Fitness+, often undercuts the subscription costs of its service competitors.
Apple’s throwing its weight behind competitive pricing, quality development, and usability via its existing Apple ecosystem. If app makers aren’t already terrified, they should be.
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