Apple's Rumored 'Health+' Subscription Tier with AI Features Is Doomed to Repeat Garmin's Failure

Why It Matters

Introducing a subscription on a previously free health platform risks alienating Apple Watch users and could damage brand loyalty, especially as competitors already face backlash for similar paywalls. The decision will signal how major hardware firms monetize software services without eroding the value proposition of their devices.

Summary

Apple is preparing to launch a paid Health+ tier that will bundle AI‑driven nutrition and medical advice into the Health app, accessible on iPhone and iPad rather than the Watch. The move mirrors Garmin’s recent Connect+ subscription, which sparked user backlash over new features being locked behind a paywall. Apple has traditionally kept Watch and Health app features free after the hardware purchase, so the shift to a subscription could be perceived as nickel‑and‑diming loyal customers. The company must balance monetisation with preserving the perceived value of its premium hardware to avoid a repeat of Garmin’s customer anger.