Apple Watch Calls Time on Quitter's Day

Kicking off 2026, Apple is positioning its Apple Watch as the ultimate fitness and health companion with a new campaign that urges people to 'quit quitting' New Year’s resolutions. The work leans into a familiar truth: sticking with fitness isn’t about motivation alone, it’s about resisting temptation.

The campaign rolls out with three 15-second films - Stool, Bed and Recliner - each visualising the internal battle that plays out mid-workout. In Stool, a bar stool barrels after a jogger passing a restaurant. In Bed, a mattress gives chase to an early-morning runner. And in Recliner, comfort comes quite literally knocking as someone tries to finish their session.

As the pressure builds, each protagonist glances at their Apple Watch - halfway markers, goal achievements and closed rings in sight - and finds the push they need to keep going.

The timing is deliberate. The second Friday in January, widely known as Quitter’s Day, is when many fitness resolutions fall apart. But new analysis from the Apple Heart and Movement Study suggests Apple Watch users are more likely to stay the course. Data from around 100,000 participants over four years shows those wearing Apple Watch consistently maintain their exercise levels through Quitter’s Day and beyond.

As the world’s most popular watch, Apple Watch continues to deliver motivating, actionable insights that make fitness and health easier to understand - and harder to abandon. From AI-powered workout tracking across running, cycling, swimming and more, to Activity challenges, training load metrics and sleep and heart health insights, the device is designed to support users well past January.

The campaign launched in the US, with an international rollout across broadcast, social and display to follow.