Ideas —

First, the url is ugly. https://www.apple.com/apple-fitness-plus/

Simplify it!

just apple-fitness

or

apple.com/apple-fitness

Simpler language

Just make it say:

“Get fit”.

Criticisms

1. Why do the images suck and are so ugly?
2. Get rid of the guys with the man buns
3. Get rid of the overfat models
4. Fewer options — 3 months, 1 year or whatever ,,, too many options?