Quit Quitting

Apple Watch is the ultimate fitness and health companion to support users in reaching and maintaining their goals in 2026, and Apple challenges people to quit quitting with its latest Apple Watch campaign.

The campaign features three :15 second spots—Stool, Bed, and Recliner—where physical temptations literally chase after people mid-workout. Each spot brings to life the mental battle of staying committed: a bar stool pursues someone jogging past a restaurant, a bed chases after a morning runner, and a recliner follows someone trying to complete their workout. As these objects close in, the protagonists check their Apple Watch—seeing halfway points, goal achievements, and ring closures—and push forward despite the temptation.

Many people give up their New Year’s fitness resolutions by the second Friday in January, also known as Quitter’s Day. A new analysis of data contributed by approximately 100,000 participants in the Apple Heart and Movement Study over four years identified participants with Apple Watch consistently keep up their exercise levels through Quitter’s Day and beyond.

Apple Watch is the world’s most popular watch, and throughout the year, Apple Watch offers users motivating and actionable insights that break down barriers between users and their fitness and health information. Users can also:
Track a wide range of workouts with scientifically validated custom heart rate and calorie algorithms in the Workout app, which uses a powerful AI and ML model for motion — trained on 50 million hours of activity data — to provide advanced metrics for running, cycling, swimming, hiking, and more.
Stay motivated with Activity challenges and sharing, keep an eye on their progress with weekly summaries and trends, and monitor key fitness metrics like training load, cardio fitness, and cardio recovery.
Track their sleep, receive insights on heart health, track their menstrual cycle, manage their medications, monitor environmental noise levels, and more.
Benefit from a suite of third-party app experiences like Strava and Runna for runners; Golfshot and 18Birdies for golfers; and more.
The spot launched in the US with international rollout through broadcast, social, and display.