Athletes are the branding antidote to these concerns - they're extreme users in their own right and love to track all the things. One step down from the halo-ef

Athletes are the branding antidote to these concerns - they're extreme users in their own right and love to track all the things. One step down from the halo-effect of athletes is the 'Athleisure' segment of the fashion market (think Lululemon and the like), which shows broad interest in healthy living in desirable/cool demographics that have high correlation with Apple purchasers. On the contrary, going into health will reinforce the brand, not dilute it. Apple has always been an aspirational lifestyle brand. Given the growing scope of computing in our lives - work, social, leisure, health - the lifestyle that Apple sells is only going to get more complete and compelling. There's also a growing trend of QS and tracking health data points, and increasingly not just among geeks. You can see it in the nutrition space as well, where people are optimizing food, getting bloodwork, etc. These fields are ascendant and glucose tracking matters there too.