Apple today announced a number of updates to Apple Fitness+ and activity with the Apple Watch.


The key announcements include:

• New Year limited-edition award: Users can win the award by closing all three Activity Rings for seven days in a row in January.


• "Quit Quitting" Strava challenge: Available in Strava throughout January, users who log 12 workouts anytime in the month will win an Apple Watch badge in the app.


• New multiweek programs: From January 5, the "Make Your Fitness Comeback program" will be available for Strength, HIIT, and Yoga. Each week builds on the previous one to help users progress.


• Fitness+ Artist Spotlight returns: New workouts featuring music from KAROL G and, from February 5, Bad Bunny.


• New Time to Walk episodes: Starting January 19, new episodes feature actor and producer Penn Badgley, Spice Girls member, singer, songwriter, and TV personality Mel B, and actor Michelle Monaghan.

Apple added that many people abandon New Year's fitness resolutions by the second Friday of January, known as "Quitter's Day," but Apple Watch users appear far more likely to stay on track. An analysis of four years of data from around 100,000 participants in the Apple Heart and Movement Study found that, after a seasonal dip in activity during November and December, average daily exercise minutes rise sharply in January and continue increasing into spring.

More than 60% of users boosted their exercise by over 10% in the first two weeks of January compared with December levels. Nearly 80% of those users maintained the increase through the rest of January, and 90% of that group sustained higher activity levels through February and March. The findings are based on participants who consistently wore an Apple Watch and shared Activity data as part of the long-running study conducted with major U.S. health institutions.
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Apple's Vision Pro headset is still failing to see appeal among consumers, according to a new report from the Financial Times.


Data from IDC claims that Apple shipped 390,000 Vision Pro units in 2024. IDC expected Apple to ship just 45,000 new Vision Pro units in the latest quarter of 2025. The Financial Times stressed that this compares to millions of iPhones, iPads and MacBooks sold each quarter. Luxshare, the Vision Pro's assembler, apparently halted production of the headset at the start of 2025.

According to Sensor Tower, Apple has apparently reduced digital advertising spending for the Vision Pro by more than 95% over the past year in key markets including the United States and United Kingdom. The report also noted that Apple did little to expand the device's international rollout in 2025.

Morgan Stanley analysts told the Financial Times that "the cost, form factor and the lack of VisionOS native apps are the reasons why the Vision Pro never sold broadly." Since the device's debut in 2024, critics have highlighted practical shortcomings such as the device's weight, discomfort during extended use, and limited battery life.

Apple is said to be struggling with a platform adoption problem, with an insufficient number of users to motivate developers and insufficient apps to attract users. Apple says around 3,000 apps are designed specifically for Vision Pro, a figure that lags far behind the rapid growth of the iPhone App Store after its launch in 2008. Appfigures notes that this total likely includes niche and industry-specific software.

The challenges facing the Vision Pro reflect broader weakness in the virtual reality market. According to Counterpoint Research, global VR headset shipments declined 14% year on year. Meta still dominates the sector, accounting for around 80% of sales with its Quest headsets, which are significantly cheaper than the Vision Pro but less technologically advanced. Even so, Meta has reportedly scaled back its own marketing spend for VR hardware, suggesting limited consumer momentum across the category.
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Apple is not expected to release a standard iPhone 18 model this year, according to a growing number of reports that suggest the company is planning a significant change to its long-standing annual iPhone launch cycle.


Despite the immense success of the iPhone 17 in 2025, the ‌iPhone 18‌ is not expected to arrive until the spring of 2027, leaving the ‌iPhone 17‌ in the lineup as the latest standard model for over 18 months. This would mark the first time Apple skips an entire calendar year without releasing a new generation of its flagship non-Pro ‌iPhone‌.

For more than a decade, Apple has introduced its mainline ‌iPhone‌ lineup in the fall, with all core models launching simultaneously in September. That pattern is expected to change this year, when the company is widely rumored to split its upcoming ‌iPhone‌ releases across two distinct release windows rather than unveiling the entire lineup at once. Under this strategy, Apple is expected to prioritize higher-end models in the fall while delaying lower-cost or standard models until the following year.

As a result, Apple is not expected to ship the ‌iPhone 18‌ in 2026. Instead, reports indicate that Apple plans to launch the ‌iPhone 18‌ Pro, ‌iPhone 18‌ Pro Max, and foldable ‌iPhone‌ in the usual fall timeframe, while holding the standard ‌iPhone 18‌ back until the spring of 2027, where it will launch alongside the ‌iPhone‌ 18e and iPhone Air 2.

The rumored change is tied to Apple's expanding ‌iPhone‌ lineup. With the introduction of the iPhone 16e and ‌iPhone Air‌ in 2025, the expected debut of the first foldable ‌iPhone‌ in 2026, and the continued presence of older models like the iPhone 16 and ‌iPhone 16‌ Plus, there could be at least eight distinct ‌iPhone‌ models on sale from Apple by the end of 2026. A staggered release schedule would allow the company to further differentiate its models, give them a longer sales window without internal competition, and spread ‌iPhone‌ launches more evenly across the year.

Supply chain analysts have also pointed to manufacturing and logistics benefits as a factor behind the rumored shift. By spacing out launches, Apple could reduce production bottlenecks, better manage component supply for advanced technologies, and smooth revenue recognition across fiscal quarters rather than concentrating ‌iPhone‌ sales in a single period.
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Apple's restrained artificial intelligence strategy may pay off in 2026 amid the arrival of a revamped Siri and concerns around the AI market "bubble" bursting, The Information argues.


The speculative report notes that Apple has taken a restrained approach with AI innovations compared with peers such as OpenAI, Google, and Meta, which are investing hundreds of billions of dollars in data centers, chips, and large language model training. This has fueled criticism that Apple is falling behind in the AI space, particularly as Siri has significantly lagged behind more advanced, capable, and reliable conversational systems.

The report argues that market sentiment toward AI spending is beginning to show signs of skepticism, with questions emerging over whether such large investments can be justified by near-term revenue. Against that backdrop, Apple's decision to limit AI-specific capital expenditures has left it with more than $130 billion in cash and marketable securities, giving the company the option to pursue acquisitions or partnerships if valuations of AI startups fall.

Apple's biggest AI-related move in 2026 will be the long-anticipated overhaul of ‌Siri‌, which is expected to arrive in the spring. The updated assistant is set to be more conversational and capable of completing multi-step tasks. To power it, Apple is believed to be adopting Google's Gemini, reflecting an internal view that large language models may become commoditized and not worth the cost of large-scale proprietary development.

The iPhone is said to be a key strategic advantage. Unlike AI companies that rely on standalone apps or web services, Apple can distribute AI features directly through software updates and system-level integrations across its devices. Efforts by AI companies to build competing hardware face major challenges in manufacturing, distribution, and ecosystem development, areas where Apple has very strong footholds.

The Information also points to recent leadership changes as part of Apple's effort to refocus its AI work. ‌Siri‌ has been placed under Mike Rockwell, who was responsible for launching the Vision Pro headset, following significant delays to the assistant's overhaul. In addition, Apple's AI chief John Giannandrea announced his retirement earlier in December, with parts of his organization redistributed into product-focused teams amid internal concerns about a lack of clear product direction.

While Apple has a history of early but uneven AI efforts, including the original launch of ‌Siri‌ in 2011, The Information argues that these shortcomings have not materially harmed its core businesses. 2026 may be an inflection point in which Apple's cautious strategy could appear prescient if enthusiasm for large-scale AI spending continues to cool and the company finally delivers a more capable version of ‌Siri‌.
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Apple this week revealed its annual New Year Sale in Japan, offering Apple Gift Cards worth up to ¥38,000 alongside a free limited-edition AirTag for qualifying iPhone purchases.


The ‌AirTag‌ features a special engraving of a Daruma, a traditional Japanese talisman commonly associated with perseverance, good fortune, and the achievement of goals. The ‌AirTag‌ offer is limited to 65,000 units in total and will be distributed on a first-come, first-served basis.



Customers can receive gift cards worth up to ¥12,000 for eligible ‌iPhone‌ purchases, up to ¥38,000 for Mac purchases, and up to ¥15,000 for iPad purchases. Apple Watch purchases qualify for gift cards worth up to ¥8,000, while AirPods purchases are eligible for gift cards valued at up to ¥12,000.

The promotion will run from January 2 through January 5 and is available through Apple retail stores and the Apple Online Store in Japan. The New Year Sale has become a recurring annual event for Apple in Japan, where holiday retail traditions differ from those in the United States and Europe.
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