According to 9to5Mac, Apple has announced its annual “Ring in the New Year” Activity Challenge for Apple Watch users, set for January 2026. The challenge requires participants to close all three Activity rings—Move, Exercise, and Stand—for seven consecutive days. The official timeframe to earn the award is from January 7 through January 31, 2026. Users can complete it using any app that logs data to the iPhone’s Fitness app, or specifically through Apple Fitness+. These challenges have been a near-annual tradition for Apple since 2016, designed to promote engagement with the Apple Watch’s fitness tracking features right at the start of the year.
The Annual Ritual
Here’s the thing: this isn’t new. It’s basically a January tradition at this point, almost as predictable as the flood of “new year, new you” marketing. But that’s exactly the point, isn’t it? Apple has turned this into a ritual. It’s a clever, low-effort way to re-engage users after the holiday lull, when that Watch might have spent more time on a charger than on a wrist. By starting the challenge on January 7, they even give people a week to recover from New Year’s Eve and get their heads in the game. It’s smart timing.
More Than Just a Badge
So why does Apple bother? It’s not really about the digital badge. Look, it’s a classic ecosystem play. The challenge serves two main business goals. First, it reinforces the daily utility of the Apple Watch as a fitness device, which is a key selling point against other smartwatches. Second, and maybe more importantly, it’s a funnel straight into Apple Fitness+. They explicitly mention you can use their subscription service to complete it. I think that’s the real win for them—converting Watch owners into Fitness+ subscribers. It’s a seamless upsell disguised as motivational support.
The Bigger Fitness Picture
This annual challenge fits into a larger strategy where Apple positions the Watch not just as a tech gadget, but as a health companion. These little awards create a game-like structure that can genuinely help some people build a habit. And let’s be honest, for a company whose wearables segment is a multi-billion dollar business, keeping you attached to that device is the whole game. Every day you close your rings is a day you’re less likely to switch to a Garmin or a Whoop. It’s a gentle, persistent lock-in. Will I participate? Probably. Will I forget by January 9th? Also, probably. But for Apple, the attempt itself is a success.
