Apple is preparing to launch a new subscription service called Health+ in 2026, marking the company’s first major push into digital health coaching. The service will use artificial intelligence to provide personalized nutrition planning, medical suggestions, and wellness guidance. This expansion comes as Apple looks to strengthen its services business, which has become one of the company’s largest revenue drivers outside of the iPhone.
According to Bloomberg, Health+ will build on the Health app and Apple’s long-standing investment in health features across iPhone, Apple Watch, and AirPods. By leveraging wearable data such as heart rate, activity levels, and even potential new biometrics from future devices, Health+ will be positioned as a premium coaching platform rather than just a data tracker. The move signals Apple’s ambition to compete with dedicated health platforms and fitness subscription services.
A new direction for Apple services
Apple’s services division generates close to $100 billion annually, driven by the App Store, Apple Music, iCloud, and other offerings. With regulators threatening parts of that revenue — especially the lucrative App Store commissions — Apple is seeking to diversify its services portfolio. Health+ is seen as a natural extension of Apple’s ecosystem, combining its hardware sensors with AI-powered software to deliver continuous value to users.
Pricing and positioning
Bloomberg notes that Health+ is expected to launch as a paid subscription in 2026, though Apple has not finalized pricing. It will join other new offerings such as AppleCare One, a $20-per-month plan that covers three devices, and the recent price increase of Apple TV+ from $9.99 to $12.99. These changes show Apple’s growing focus on subscription revenue as it adapts to potential risks, such as the possible loss of its $20 billion annual search deal with Google.
Health at the center of Apple’s ecosystem
Apple has steadily expanded its role in health and wellness over the past decade. The Apple Watch has become a leading wearable for heart monitoring and activity tracking, while AirPods Pro are rumored to add heart-rate sensing in upcoming updates. Health+ would be the first service to unify these data sources into a proactive coaching platform, making Apple not just a hardware provider but a digital health partner for its users.
If successful, Health+ could become one of Apple’s most important services, reinforcing user loyalty and deepening integration across devices. For consumers, it represents a shift from simply tracking metrics to receiving actionable guidance tailored to their individual needs.
