Tim Cook: ‘Apple’s greatest contribution could be in health and wellness’

Convergent hardware and software sees tech giant’s CEO eyeing personal fitness sector.

by Tom Bassam

Tim Cook: ‘Apple’s greatest contribution could be in health and wellness’
  • Apple launched Fitness+ home workout platform in December
  • Tech giant holds dominant 28% share in smartwatch sector

Apple chief executive Tim Cook has suggested that the technology giant could be set to play a major role in the rapidly developing personal fitness sector.

With people stuck at home during the pandemic, Apple decided to launch subscription home workout platform Fitness+, which went live in December.

The platform draws on the company’s blend of consumer products, including Apple Watch’s measurement tools, Apple Music and larger-screen hardware such as iPads or laptops. In identifying an area which draws together Apple’s various offerings, Cook feels personal fitness could be a sector the company comes to define itself by.

Cook told Outside: “I really believe that if you zoom out to the future and then look back and ask, ‘what has Apple’s greatest contribution been?’ it will be in the health and wellness area.”

Cook’s comments come with Apple appearing to want to double-down on a sector where it also leads the wearable technology race. Reporting on Q3 2020 in December last year, Apple held a 28 per cent share of the smartwatch market, up from 26 per cent in the same quarter in 2019, with sales reaching US$2.3 billion in that period, up 18 per cent year-over-year.

Cook also hinted that he thinks Apple has room to innovate more as the sector develops.

“Never discount the amount of innovation that can be in the future,” he said. “To use a baseball analogy, we are in the early innings.”

He added: “We take the challenge to continue innovating in that space just as seriously as we take the challenge to keep innovating in each of the product categories we’re in.”