As 2026 approaches, Apple has launched a fresh set of Apple Watch ads aimed at people who struggle to keep fitness resolutions. The campaign, titled “Quit Quitting with Apple Watch,” appears on Apple’s official YouTube channel and leans heavily on humor and urgency.
Each short video shows people exercising while being chased by everyday furniture. Sofas, beds, and armchairs spring to life and pursue runners through streets and parks. The message is clear: comfort can derail fitness goals if people give in too soon.
Humor With a Clear Message
One ad opens with a bold claim that most people quit their resolutions by January 9. Moments later, a bar stool smashes through a window to chase a runner. Other clips feature a bed racing through a park and an armchair sliding across wet sidewalks. Each video ends with the words “Don’t give in” and the Apple Watch logo.
Although playful, the ads speak to a common problem. Many people start workouts with strong intent but lose momentum fast. Apple uses exaggerated scenes to reflect that inner struggle.
Focus on Existing Apple Watch Users
While the ads may attract new buyers, they mainly target current Apple Watch owners. The device already tracks workouts, heart rate, sleep, and daily activity. Apple positions the watch as a constant reminder to stay active, even when motivation drops.
The timing also fits. New Year’s Day often sparks health goals, but follow-through remains difficult. Apple’s campaign pushes users to rely on their watch to stay accountable.
Motivation Can Feel Like Pressure
Not everyone finds this approach comforting. Some long-time users describe the Apple Watch as a persistent presence that nags them to move. Notifications about missed goals and unclosed rings can frustrate users over time.
Still, even critics admit the watch can drive change. Some users report long-term health improvements, including weight loss, after years of consistent reminders.
A Familiar Strategy With a Fresh Spin
Apple’s “Quit Quitting” campaign blends humor with reality. It does not promise instant results. Instead, it encourages effort, even if progress feels slow. As Apple pushes into 2026, the message stays simple: try, keep moving, and don’t quit too soon.
